We’re delighted to announce that Asda, the UK’s third-largest supermarket, has appointed Smarts to handle its consumer PR activity.
We’ll be responsible for generating earned media activity to showcase Asda’s brand personality and its wide range of services.
Currently celebrating its 60th anniversary, Asda have more than 140,000 dedicated Asda colleagues serving 16 million customers each week from over 1,200 UK locations and online.
Smarts London will run the Asda account, working closely with Asda’s in-house PR team, led by Natalie Simpson, Senior Manager – Brand and Campaign PR.
Ranked as a top 5 consumer agency in PR Week’s 2025 league table, Asda’s appointment marks the latest in a line of wins at Smarts – last month we were named as People’s Postcode Lottery’s PR, Social and Influencer agency.
Greg Jones, European CEO of Smarts, says: “Asda is one of the UK’s most recognisable brands, with a brilliant story to tell, and we can’t wait to work with the PR team to help bring that story to life in new and engaging ways. This is a proud moment for Smarts and we are delighted to be working with yet another business that plays such a significant role in the fabric of society.”
James Barge, Asda’s Senior Director – Asda Corporate Affairs and Communication, says: “We’re hugely excited to be working with the team at Smarts. This is an important time for Asda as we deliver on our ambition to make Asda the number one choice again for value-conscious families. The Smarts team have a clear understanding of that ambition and our business, matched with an impressive track record in generating eye-catching and effective work for brands like ours. We can’t wait to get started to work together to bring a little Asda-ness to life.”
We can’t wait either, James!