Diary: Hit or Miss... Asda

It didn't take Asda long to capitalise on the manner of England's exit from Euro 2004. Its move to offer Swiss referee Urs Meier, along with his Swiss compatriots, a free eye test and glasses certainly appears inspired. Asda received widespread publicity about its 68 in-store opticians, despite the fact that the service had had a relatively low profile before the game. 'A prize for the most shameless (and funniest) attempt to piggyback on (Euro 2004)' said The Daily Telegraph, adding it had 'never noticed the supermarket had any opticians'.

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