Asda enlists Joe Wicks for new campaign
- Monday, February 10th, 2025
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Asda has launched a new campaign celebrating its budget-friendly ‘Rollback’ initiative with a new campaign featuring TV fitness personality Joe Wicks.
Developed by London-based marketing agency Cow, the campaign will have Wicks leading a supermarket-themed roller disco, where skaters can glide around the rink and fill their baskets with products in a ‘Supermarket Sweep’-style event.
Wicks said: “I’m so excited to don a pair of skates and take to the rink to celebrate the return of Rollback. 
“Supporting families to be able to access and cook low-cost, simple meals is hugely important to me and Rollback facilitates exactly that.
“I’m looking forward to helping people discover the fab product offers and also provide some recipe inspiration to help turn the amazing deals into dishes.”
