Asda's Clothing Brand Hires Impero for 'Significant' Back-to-School Campaign

Ads will roll out across multiple channels beginning in July

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U.K. supermarket operator Asda’s George clothing label will showcase its new range of sustainably sourced school uniforms in a back-to-school campaign created by independent agency Impero, its first following a year of lockdown and remote learning.

Asda, one of Britain’s four biggest grocery chains, was sold by Walmart in February to TDR Capital in a deal valued at $9.4 billion.

Beginning in early July, the campaign will run across TV, video on demand, out of home, press, retail, radio, digital and social media–first in Scotland, where schools return from summer break earlier, and then across the U.K.

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