Asda had one thing on their 2022 wish list. To modernise their Christmas range, elevating quality perceptions along the way. We got to work to rekindle the Christmas spirit, delivering just in time for winter.

The creative concept “A Magical Christmas, All wrapped up by Asda” reimagines packaging as a beautifully wrapped present. Each side considered with a wrap-around pattern, handwritten elements and Christmas cracker humour stamps. A jewel tone colour palette allows for stronger differentiation when needed, whilst still harnessing the magic feel of Christmas.

Photography played a vital role in raising quality perceptions across the range. Bold close-up crops and warm lighting all create a festive and indulgent, modern look and feel. To raise quality perceptions further, Asda invested heavily in gold foil across the whole of the Christmas range, spreading Christmas cheer on every aisle.




Creative Director: Jon Dignam
Senior Designer : Alex Phipps
Managing Director : Kim Van Elkan
Account Director : Sara Pollard
Senior Account Manager : Alyssia Taylor
Production Director: Paul Porter
Visualiser : Chris Charlton