Cheaper Branded products only at Asda

In this advertisement, Asda is portraying that the 'branded' products sold in Asda is cheaper compared to other big supermarkets such as Sainsbury's, Morrisons and Tesco. Therefore, consumers who want to save more money should choose to shop at Asda over other supermarkets, as they would get the same things but with a cheaper price.

This is an example of the 'competition template' proposed by Goldenberg, Mazurksy and Solomon (1999). The advertisement presents a situation where the main brand is subjected to competition with other brands, in this case supermarkets. The ad represents the 'worth in competition' template, as it's showing that the branded products are worth the same in all supermarkets, but they are sold at a cheaper price in Asda. Hence, consumers should be more persuaded to buy the branded products at Asda as they would save more money. 


 Goldenberg, J., Mazursky, D., Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.