Asda brings back 'pocket tap' ads

Asda is to bring back its signature "pocket tap" TV ads to try to assert its credentials as the ultimate bargain retailer as UK consumers look to save pennies as the recession bites.

Walmart-owned Asda, which retired its "pocket tap" ads after 30 years in 2007, has revived the campaign in a new TV ad breaking tonight that promotes its range of £1 products.

The TV campaign, created by ad agency Fallon, marks a volte face in Asda's strategy of using celebrities, including Victoria Wood and James Nesbitt, who were put to work in different parts of the supermarket.

Rick Bendel, Asda's chief marketing officer, said bringing back the classic "pocket tap" ads dovetailed nicely with the recent consumer penchant for nostalgia, which has resulted in booming sales of brands such as Vimto, Bisto and Bird's custard powder.

"At a time when you don't know who you can trust, the pocket tap is a reassuring symbol that sums up what Asda stands for," said Bendel. "Nothing sums up everyday low prices better than the pocket tap."

The pocket tap ads were launched in 1977 and over the next 30 years a range of celebrities have been "tappers", including Julie Walters, Michael Owen, sitcom actor Leonard Rossiter and Carry On actress Hattie Jacques.

The pocket tap ad has become so synonymous with Asda over the years that the Royal Association of the Deaf has officially implemented it as the sign for the supermarket.

Asda has embraced the return of the pocket tap two years after retiring them. Starting this week new staff members will be "taught how to do the perfect pocket tap" as part of their induction to the supermarket.

Next Monday tens of thousands of staffers and customers are taking part in a co-ordinated event - called The Big Tap - for a nationwide pocket tap at 2pm. Clips will be uploaded to an Asda website.

Asda began to move away from its celebrity-led strategy late last year. It's £10m Christmas campaign focused on the festivities of real people from the North Yorkshire village of Austwick and used the strapline "Why pay more for Christmas?".

The TV campaign features a range of Asda staffers pushing a range of product offers available in Asda stores.

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