The Grinch is the star of Asda’s new Christmas campaign that sees the retailer convert the famous Christmas cynic with its outstanding product range and Asda prices.

The campaign, created by Lucky Generals, is rooted in Asda’s ongoing ‘That’s Asda Price’ strategy, which positions the retailer as the place to go for hardworking families who are looking for value this festive season.

A 90-second spot directed by Dexter Fletcher sees the Grinch star in a festive musical number centred around the fiscal sharp end of the Christmas season that can lead people to feel a bit ‘grinchy’.

The spot opens on the Grinch as he watches shoppers at a Christmas market. A snowflake falls from the sky and lands on his nose as the festive musical number begins. The Grinch’s song bemoans ‘frightful prices’ and ‘spenny gifts’ to the tune of the Christmas classic ‘Let it Snow’. The Grinch is down about the Christmas season until he sees the green Asda logo on the horizon and things take a turn. 

In Asda, the Grinch begins to embrace the festive spirit and fill his trolley. His song takes a turn as the Asda value and prices help him to ‘even enjoy shopping’. The song takes a more upbeat tone while the spot showcases some of Asda’s Christmas deals, including Chicken Sticky Skewers Frozen Party Food at £2.47, Sweetcorn Fritters at £1.97 and a Grinch family set of pyjamas starting from just £7.

The Grinch leaves the shop and starts the party at home, with an array of Asda products; he can no longer be accused of being ‘tight’. The spot ends with the Grinch answering the door and transforming into the dad of the family. The film underlines that while many people are feeling the festive pinch, they can find Christmas value at Asda.

“We know our customers love Christmas even more than most, but it’s no secret that it can also bring significant financial pressure. We wanted to lean into that truth this year in a fun and engaging way only Asda can and show our customers that we’re not taking our foot off the gas when it comes to delivering on our Asda Price promise this festive season,” says Rachel Eyre, Chief Customer Officer at Asda.

As consumers continue to face a turbulent economy and ongoing inflation, the spot champions value while positioning Asda as a retailer that understands the pressures their customers are facing.

“We’ve faced into the reality of Christmas in a fun and light-hearted way, recognising that for many families, although they love Christmas and everything the festive season brings, it can be bring with it a financial burden - so there is no wonder it can turn people Grinchy,” says Cressida Holmes-Smith, the CEO at Lucky Generals.

She continues: “We wanted to tell this story in a big, bombastic, fun, entertaining modern way with songs and lights and dancing and all the trimmings people deserve from a big Christmas ad.”

The campaign will run across TV as well as across the full-suite of Asda’s marketing and PR channels, including print, out-of-home, video on demand, organic social, paid social, CRM and in-store executions, as well as activity across Asda Radio and Asda Magazine.  

A 60 second brand ad and a 90 second film will premiere on Asda social channels with the Grinch continuing to pop up throughout the festive season in 30 second mission led formats. The campaign will also showcase some of Asda’s festive foods including a Christmas dinner edit, GHS and party food selection.

Leaning into the reality that many families are feeling the pinch this year, Asda celebrates Christmas by converting cynics and giving its customers joy with value.