At Havas, Nick was ECD of the ASDA account.

Shoppers ranked ASDA’s food quality below even that of Aldi & Lidl.

The answer? A new brand platform: “That’s more like it.”

50,000 independent blind taste tests that proved ASDA’s best didn’t just beat other supermarkets, it beat the poshest food shops in Britain: Harrods, Selfridges & Harvey Nicks.

A new distinctive angle on value - “With so many ways to save, you don’t need to shop around.”

And to top it all off, a Christmas campaign starring one of the world’s biggest entertainers as their new Chief Quality Officer.

Incredibublé.