Asda says its fresh bakery sales are up after a high-profile advertising campaign, featuring its in-store bakeries, started last week.

A new fly-on-the-wall TV advertising campaign shows comedienne Victoria Wood, working in the in-store bakery at the Boldon store in South Tyneside.

Bakery director Huw Edwards told British Baker that Asda is "very pleased" with the campaign, and sales are now very strong across the fresh baked department.

The advert puts out the message that Asda has more to offer than low prices and that skilled Asda bakers bake fresh bread in its stores throughout the day, he said.

Edwards commented: "We have always known we do well at bakery, and we are using the campaign to tell customers what we do. It’s about showing customers that we bake fresh and we have got expert colleagues out there. It’s really making a public statement. Fresh bread is available on the hour, every hour, from 8am to 8pm."

To hammer home the point, a brass ship’s bell is now being rung in-store every time fresh bread comes onto the shelves.

The new adverts also see Asda’s ’More for you for less’ and ’Asda Price’ slogans replaced with the new strapline, ’There’s no place like Asda’.

Edwards added that Asda had just made a "spring refresh" to its bakery range, with increased emphasis on healthy and extra special breads in the packaged breads area. New packaged organic cakes and Extra Special McVities cakes have been introduced, as well as a series of new products in the in-store bakery department. These include new 100g super cookies, supplied by BakeMark, priced at £1.28, in flavours including strawberries and cream. A new large, light fluffy Berliner-style doughnut has also been introduced, as has an additional range of deep-fill large plate fruit pies, in flavours including Morello cherry and strawberry and rhubarb.

Asda also plans to bring back organic in-store bakery lines, revealed Edwards. It has one in-store bakery organic bread product and plans to extend the range soon.