George at Asda has launched its latest back-to-school campaign, Uniform for the People’, to promote the supermarket’s affordable schoolwear. The campaign, developed by Impero, is running across TV, VOD, YouTube, digital audio and linear audio until the end of August. It aims to show that George at Asda has parents’ backs, with a range of uniforms designed to deliver great value and durability for kids returning to school at the end of summer, during the growing cost-of-living crisis.

Building on the brand’s previous ‘Arrive like you mean it’ campaign, Uniform for the People brings the squad from last year back with a new track and a new affordability message. Last year’s stars (plus a few new ones) deliver an epic new grime track which they perform in a mini festival in their school playground. The 30-second ad also encourages sustainability, with a scene where one of the young rappers delivers second-hand uniforms from her stall to a queue of enthusiastic kids.  

“As the cost of living crisis continues, families across the UK are dealt another blow when it comes to the cost of sending their child back to school, and we know our customers are re-evaluating their spend in the lead up to September,” said Claudia Solano, Head of Creative for George at Asda. “Dressing kids for school is a moment that should be filled with a lot of pride for parents. They want their kids to have the best of the best. Our lower price, great quality and reusable uniforms means we can get more parents and kids ready for school than any of our competitors.”