Asda gives its staff a big Christmas thank-you

They're the corporate version of last-minute shopping: Christmas advertising campaigns. Right now, the big British retail players are competing with each other to see how much of their advertising budget they can show off, with all-star casts and specially composed soundtracks.

Hits of this season include a cover version of Guns N' Roses' "Sweet Child o' Mine", recorded by Swedish folk group Taken by Trees, in a £5 million campaign for John Lewis; and a £10 million video with an all-star cast — Joanna Lumley, Stephen Fry and Jennifer Saunders, amongst others — in typically lavish fashion for Marks & Spencer. Sainsbury's is continuing its successful collaboration with star chef Jamie Oliver.

Asda, however, is trying a variation on last year's theme, which featured non-celebrities in "down-to-earth" scenes. Not only are staff members the stars of its Christmas ads; Asda is also saying a big 'thank you' to all its workers, with a present worth £16 million. Staff will get an extra day off, a £20 (€22) gift voucher for the store, and 20 per cent off non-food Christmas gifts. Bosses are also contributing £5 per worker to a Christmas party that includes a free meal for the staff. "At a time when many of our colleagues are having to tighten their belts, we're doing our bit by lowering the cost of their Christmas shopping", Chet Kuchinad, Asda's people director, told The Mirror.