“Asda already has its own strong reputation, so clearly they are using somebody like Ian to add something else to their offer,” Interbrand CEO Rune Gustafson told
IntraFish.
Asda is employing former Arsenal and England soccer star Wright to sell seafood in national TV commercials expected to run for at least a month, until the retailer's Christmas commercials are rolled out.
Wal-Mart Stores Inc.-owned Asda probably chose Wright because of his down-to-earth, approachable manner, Gustafson said.
The retailer likely wants to mirror the impact employing celebrity chef Jamie Oliver has had on rival retailer Sainsbury’s balance sheet, Gustafson said.
The
