Asda has marked the official launch of its new homeware brand George Home with a multi-media ad campaign.
Entitled ‘Make Way for George Home’, the three-week promotion, which kicked off on March 28, includes primetime TV adverts on ITV1, Channel 4, Channel Five and Sky1, focused solely on homeware and furnishings. A five-week digital, print and social media plan includes digital ads in high footfall London underground stations, including Oxford Circus and Euston.
The aim of the push is to position George as ‘the go-to retailer for on-trend interiors and a destination for stylish and quality homeware at affordable prices’. The grocery chain said the move represents a first for the retail industry as the supermarket aligns all homeware under its fashion label. “The ‘tongue in cheek’ ad campaign presents solution-based ideas for when ‘those little accidents happen’ that makes updating the home and replacing broken items quick, easy and affordable for all,” Asda said.
The George Home collections consist of more than 4,500 products across home accessories, soft furnishings and ‘every day essentials’ including lighting, rugs, throws, curtains, cushions, bath, kids and nursery products – plus kitchen, dining and glassware and storage.
The homewares will be split into sub-brands to suit all pockets and tastes. ‘Good’, ‘Better’ and ‘Best’ ranges will mean those on the tightest of budgets, through to those who are looking to invest a bit more into their homes will find what they need within the collection. George has extended its 100-day guarantee to George Home as a sign of confidence in its quality.
George brand director Fiona Lambert said: “We’re bringing 24 years of style, quality and design expertise from George fashion and injecting it into our homeware division. We want to help customers update their homes with key pieces that incorporate high street trends, providing them with stylish, inspirational ideas to transform rooms from season to season. Our online store and in store panels will be full of inspired styling advice to add those finishing touches whatever the budget.”
Asda chief merchandising officer Andrew Moore said: “We recognised a gap in the market for a retailer to offer stylish, fashionable and high quality homewares at great prices. It made perfect sense to combine George’s brand power and know how with our already successful homeware business. It represents a huge opportunity for us in the homeware market. Customers will get great quality and impeccable design at Asda prices.”
The launch is supported by a dedicated George Home online shop, which will house all of the products under one roof and is described as “behaving as George Home’s virtual flagship store, giving customers online exclusives, style inspiration, easy to navigate pages and convenient delivery options including click and collect and home delivery”.