Asda gets the Downton Abbey treatment

Asda has launched a TV advertising campaign in partnership with the highly-anticipated ‘Downton Abbey’ film, which releases in cinemas on September 13.

‘Downton Abbey’ sees the return of the TV show’s characters as the household prepares for a Royal visit.

The supermarket chain’s campaign broke with a 30-second ad on August 29 at 8.30pm on Channel 4. It features the period drama’s character Mrs Patmore (played by actress Lesley Nicol) cooking a feast for the occasion.

Eilidh Macaskill, vice president of creative and media at Asda, commented: “’Downton Abbey’ is world-renowned for its wonderful kitchen, stunning feasts and a head cook who only accepts the best.”

“Mrs Patmore knows that every great meal starts with great ingredients. At Asda, we aim to provide customers with delicious, low cost meal ideas that don’t compromise on quality and are simple enough to fit around even the busiest of schedules.”

The ad starts with Mrs Patmore hurrying around the ‘Downton Abbey’ kitchen to apply the final touches to the meal. As she places a joint of roast beef down on her traditional workbench, the scene transitions to a modern-day family home where a man is placing the same roast on his own table, surrounded by his friends and family. The ad aims to ‘capture the essence of kitchens being the heart of every home, bringing people together with delicious, quality meals’.

In addition to the 30-second ad, Asda will also air two 10-second adverts throughout autumn, showcasing the retailer’s range of branded family favourites. The campaign will be further supported from September 1 with social, out-of-home and owned channels. Visit Asda.com/downtonabbey for more information.

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