The £3m-per-annum brief includes promoting Asda’s food and non-food products, excluding clothing brand George, which remains with fashion shop Bryan Morel.
Freuds is seeking a board director to lead the dedicated Asda account team.
‘We are looking for areas of “rip off” Britain to tackle, and plan to fight for consumer rights,’ said Asda’s head of corporate PR Dominic Burch.
Asda has previously challenged controversial EU regulations on selling bananas that are “too bendy” and cucumbers that are not straight enough, but this has been handled in-house for the past ten years. Two weeks ago, the supermarket was engaged in row with Harry Potter publisher Bloomsbury over the cost of the latest book, Harry Potter and the Deathly Hallows.
Burch said: ‘In the past, we have also challenged the rules and regulations on selling over-the-counter medicines. It’s a common-sense agenda about delivering value – the sale of the Harry Potter book is a good example.’
Freuds was originally hired by the supermarket giant to promote its advertising campaign highlighting the quality of its produce (PRWeek, 18 April). A spokesman declined to comment on its Asda business.
Brunswick continues to provide corporate and financial support to Asda. Morrow Communications’ brief for Northern Ireland is also unaffected, as is Euro RSCG Biss Lancaster’s, which covers Scotland and the publicity for new store openings.
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