Home > News > Content Partnerships > Asda launches ‘Behind the Scenes’ taste test challenge with Sky’s hit show Never Mind the Buzzcocks, to showcase food quality
Asda is continuing its quest for a #foodrevolution to highlight the quality of its food by partnering with popular Sky TV series Never Mind the Buzzcocks.
Asda has tasked celebrity comedians Judi Love and Buzzcocks regular panellist Jamali Maddix, along with the team from Sorted Food (a food community and YouTube channel with over 2 million subscribers) to perform blind taste tests (and give their honest opinion) on Asda products and their Marks & Spencer equivalents. Taking place behind the scenes of Never Mind the Buzzcocks, the ‘Taste Match’ campaign aims to challenge brand perceptions and target secondary shoppers by demonstrating the high quality of Asda products.
As the first-ever branded partnership with Never Mind the Buzzcocks, the campaign will launch primarily as a social content series on Sky social channels, comprising of three long form episodes hosted on YouTube with 60” cutdowns on Instagram and Facebook. The ads will appear across Linear and On Demand Sky Media channels, placed strategically during key show breaks. Each ad will feature a QR code, driving viewers to the longer form content and will run for six weeks, until 5th November.
Spark Foundry, Asda’s media agency, has handled the media planning and buying, with SPP Media managing the partnership, and content production by Sky Media Commercial Production.
Never Mind the Buzzcocks is available Wednesdays at 9pm on Sky Showcase, also on Sky Max and NOW.
With comedian, actor and writer Greg Davies back in the presenting chair, the new series of the much-loved music themed quiz also sees the return of team captains, Noel Fielding and Daisy-May Cooper and regular guest Jamali Maddix for a 9 x 45 series plus a Christmas Special for 2023.
Stephi Brett-Lee, Senior Director of Brand Communications at Asda, said: “We’re incredibly proud to launch our Taste Match campaign and prove that great quality doesn’t have to come at a price. In thousands of blind taste tests, 100s of Asda products were found to be as tasty, or even tastier, than M&S. Never Mind the Buzzcocks gave us the perfect platform to showcase some of these products and conduct Taste Tests in a fun and engaging way with some completely impartial guest celebrities.”
Sarah Jones, Director of Planning at Sky Media, said: “We’re thrilled to work with Asda on such a fun, engaging campaign. Through a first of its kind partnership with Never Mind the Buzzcocks, Asda are brilliantly harnessing the power of TV with social to put a spotlight on the quality of their products.”
Kat Broomhead, Managing Partner at Spark Foundry UK, said: “This campaign aligns quality video content – harnessing one of Sky’s leading shows and talent – with quality food, putting it to the test. The taste test is a brilliant way to leverage the power of TV and brand socials, and help shift key perceptions of the brand amongst a wide audience.”
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