Bringing All of Christmas Home for Asda

Customers don’t want less Christmas. They just want Christmas for less. So, for Asda’s 2026 campaign, the ambition was simple: bring “All of Christmas, at Asda price. Boom.” to life.

With this year marking a change from previous Christmas campaigns, giving Asda’s products and the full festive experience their moment in the spotlight. Returning for our fourth year delivering Asda’s Christmas campaign photography, we worked from a brief developed by its tier one agency to turn one big festive idea into a consistent photography approach.

The work needed to flex across print, point of sale, out-of-home, PR, web and social, while balancing two distinct sides of Asda’s Christmas offering: warm, familiar moments for the mid-tier range and a richer, more indulgent treatment for Exceptional. 

With hundreds of products, multiple formats and plenty of stakeholders around the Christmas table, we needed one cohesive creative world that could work everywhere. No small stocking to fill. 

Bringing it all together called for plenty of collaboration behind the scenes. Teams from STM Create, Client Services and Eat & Breathe worked closely with Asda, its tier one agency and stakeholders across multiple channels. Clear planning helped us bring the right people in at the right moments, keeping a project of this scale moving efficiently without losing any of its creative sparkle.

Rather than treating each asset as a one-off, we planned the photography as a flexible, reusable ecosystem across FTO, point of sale and the wider campaign. Every scene needed to work hard, adapting to different formats and touchpoints while still feeling part of one unmistakably Asda Christmas world.

How we made 'mid-tier' feel anything but

For the mid-tier range, we brought Christmas into the heart of the home with warm, lived-in environments customers could recognise. Think tables ready to be filled, trees waiting for their finishing touches and cosy corners made for staying in.

George homeware, from candles and decorations to tableware and soft furnishings, added depth to every scene. Bold colours, playful patterns and layered details turned up the festive fun, creating a maximalist look that still felt warm, familiar and unmistakably Asda.

Serving up something Exceptional

For Asda's Exceptional range, we changed the recipe. The photography became closer, richer and more indulgent, giving individual products the space to shine. Hero compositions and tighter crops drew attention to the finer details, while moments of movement, from prawns being lifted to meat being sliced and final flourishes being added, brought even more appetite appeal.

It was all about creating those stop-you-in-your-tracks food moments while keeping the range accessible and relevant to the Asda customer.

Where real Christmas treats meet virtual magic

This year also gave us the chance to introduce virtual production into this area of Asda’s Christmas photography for the first time.

It brought together the best of both worlds: the delicious detail and tactile quality of traditional product photography, with the flexibility of a virtual backdrop. Every crumb, candle and Christmas cracker remained wonderfully real, while the environment around them could change to suit the shot.

The final photography brought Asda’s festive offering together in one colourful, cohesive and joyfully abundant campaign.

The photography was designed to work across PR, point of sale, out-of-home, media, web and social, adapting to the needs of each channel while keeping one consistent creative thread running through it all.

It also marked another step forward in our Christmas partnership with Asda. Each year, the ambition, scale and excitement have grown, helping us build an even stronger and more efficient way of working together, ready for whatever next Christmas brings.

And what does it take to capture all of Christmas? A small mountain of products, plenty of turkey, a brilliant crew and enough coffee to keep Santa’s workshop running:

🎄  20 days of shooting  
🍗  50 turkeys cooked 
📸  180 final assets delivered  
🎁  600+ products photographed 
️ 🖥️  350GB of imagery captured 
👥  25 crew members involved 
☕  700 coffees consumed  
🏠  25 virtual production assets created 
✨  Assets delivered across six channels