Leeds-based supermarket group Asda has announced that Lucky Generals and Spark Foundry have been selected as its creative and media agency partners, following a comprehensive pitch process.

“Asda chose Lucky Generals as its new creative agency partner for both the supermarket and its George fashion and home brand, after being impressed by their ideas to show how Asda can deliver on its key mission – delivering uncompromising value for hard-working families,” said Asda.

“In addition, Asda confirms that it is retaining Spark Foundry as its media agency, continuing its 8-year partnership.

“Asda would like to place on record its thanks to Havas for its hard work and contributions over the years, as well as to all agencies who participated in both the creative and media pitch processes. Lucky Generals will begin transitioning into the role from May.”

Adam Zavalis, Vice President, Marketing at Asda, said: “We set off on this journey to ensure we have the right partners in place to support Asda’s objectives to offer uncompromising value to our customers and with a key focus on the ‘Asda DNA’ that really resonates with our customers.

“We are really pleased to have identified Lucky Generals as our new creative partner whilst retaining Spark as our media partner and look forward to working together to bring Asda’s personality to life for our customers.”

Lucky Generals CEO Cressida Homes-Smith said: “This is a pivotal moment for two of Britain’s greatest consumer champion brands – brands that deserve to be right in the heart of the nation at a time when things in Britain are genuinely tough.

“We love the palpable sense of energy, enthusiasm and determination the Asda and George bring, and there has been a natural and positive relationship between us since the very first meeting.

“We’re genuinely grateful for the honour and opportunity and can’t wait to get our sleeves rolled up and put these brands back where they belong.”