Today (Thursday 28th April) James Martin announces a new venture with leading supermarket Asda, bringing the much-loved chef back into British kitchens with a commitment to making it easy for people to enjoy great tasting, quality food no matter what their budget.

Both from Yorkshire and proud of their northern roots, Asda and James will be cooking up a storm together in the coming months, giving food inspiration to families every day of the week throughout summer.

The partnership is part of Asda’s Project Renewal blueprint to transform its business and boost its Save Money Live Better brand strategy as the retailer looks to differentiate itself with customers both in stores and online. 

The first campaign, which will be masterminded by recently appointed Saatchi & Saatchi, is due to hit in June across multiple channels from TV to digital and in-store, with a second burst taking the partnership through the key Christmas trading period and beyond.

James 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 Yorkshire man, I’m also looking forward to getting back to my roots to help people realise that low prices doesn’t mean low quality. Mine and Asda’s values go hand-in-hand, so heading into summer it’s all about cooking up a fresh new approach to food for customers every day of the week – watch this space!”

Andy Clarke, Asda’s President and 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 and has been since we opened our doors over 50 years ago.

“We know that our customers lead busy lives and want to make the most of family time together, we also know that they are constantly looking for inspiration when it comes to meal solutions and at prices they can trust. Together with James we’re committed to going the extra mile to make this summer the best yet for our shoppers.”