Saatchi & Saatchi London and Asda have launched their latest campaign, “It starts with Asda” promoting the idea that simple meals lead to brilliant moments. In a world growing busier, and ever more focused on online communication, dining together at meal times and sharing time with loved ones is more important than ever. For every meal time spent together, it starts with Asda.

The campaign leads with the ‘It starts with a Salmon Fillet’ 30” film, which shows the important personal moments a shared meal time can lead to. The film starts with a couple enjoying a dinner of salmon tacos, and after a dreamy montage and voiceover explore the chef’s new romantic reputation that the dish has earned him, we see the couple once more eating salmon tacos, this time accompanied by their own children. Sharing that first meal opened a future of possibilities and happiness.

The campaign will run on TV with the leading 30” ad , as well as radio, print, OOH and display.