Asda teams up with TV chef to provide '˜food inspiration' for families

Asda said the tie-up is a natural fit as both Malton-born Mr Martin and Asda are “from Yorkshire and proud of their northern roots”.

The Leeds-based grocer said Mr Martin will give “food inspiration” to families every day of the week throughout the summer. A TV, digital and in-store advertising campaign by Saatchi & Saatchi will be launched next month.

The partnership is part of Asda’s Project Renewal blueprint to update the business and boost its ‘Save Money, Live Better’ brand strategy as the retailer looks to differentiate itself with customers.

​Mr Martin said: “To me Asda represents everyday kitchens up and down the country and that’s why this partnership comes from the heart. I can’t think of a better way to offer inspiration to busy families looking to cook up simple, tasty meals on a budget while still having time to enjoy life.

“As a born and bred Yorkshireman, I’m also looking forward to getting back to my roots to help people realise that low prices doesn’t mean low quality.”

Andy Clarke, Asda’s CEO said: “This partnership is all about a meeting of minds when it comes to the core values of our customers, making James Martin a natural fit for Asda. ​​

“We’re excited about working together to showcase exactly what Asda stands for, which is delivering quality food at everyday low prices.

“We know our customers lead busy lives and want to make the most of family time together, we also know they are constantly looking for inspiration when it comes to meal solutions and at prices they can trust.”