Poulters will work on campaigns based on calendar dates such as Mother's Day. It won the business following a competitive pitch against two undisclosed agencies.
Poulters joins roster incumbents Marketing Store and Inferno. Publicis Blueprint, which handles much of Asda's below-the-line marketing communications, will not be affected by the appointment.
Poulters has previously worked on a supermarket account, for Morrisons, but resigned the business in December 2003. The account was moved to BDH\TBWA.
Asda, the UK's second-biggest supermarket, is expected to expand its offering into new areas such as furniture this year.
The Wal-Mart-owned chains positions itself as a low-cost retailer; its chief executive, Andy Bond, has expressed a desire to widen the price gap between in and its rivals further.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.
