Asda is set to roll out its largest Rollback price cuts campaign in years, as returning CEO Allan Leighton aims to steer the retailer through tough competition and revitalise its performance.
The supermarket chain has faced mounting pressure from both discounters and rival traditional retailers, and emerged as the worst-performing supermarket over the Christmas period.
As part of a major turnaround effort, Leighton is launching an extensive advertising campaign to support the price cuts, which will span both in-store and online product ranges, The Grocer reported.
The initiative comes shortly after Asda’s recent ‘Big Jan Price Drop,’ which saw average price reductions of 26% on selected products.
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Leighton, who re-joined the supermarket in November to succeed Lord Stuart Rose, has made restoring Asda’s “DNA” and reviving the spirit of its famous “Asda Price” campaign his top priority.
Images shared by retail expert Steve Dresser on X revealed preparations in store for the new Rollback campaign, set to launch next week.
— Steve Dresser (@dresserman) January 20, 2025
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Last week Leighton told The Grocer its turnaround plans would be based around moves to “satisfy the daily and weekly shopping needs of ordinary working people and their families, who demand value”.
Asda has run Rollback campaigns since the mid-1990s and has previously made significant price investments, including a £100m pledge in 2020, when the retailer was still under Walmart ownership.
Details on the scale of investment for the upcoming Rollback campaign remain under wraps, but industry analysts predict it will be a critical test of Leighton’s ability to turn the retailer’s fortunes around under the backing of parent company TDR Capital.
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