Created by Saatchi & Saatchi and filmed on location at Ivory's Strathisla Farms in Perthshire, Scotland, the ad features him in his field alongside his beef cows, before moving inside to his farmhouse kitchen.
The voiceover says: "Here in Perthshire is the only person in history to win Young Farmer and Farmer of the Year in the same year.
"Adrian goes to great lengths to ensure his beef's the very best. Home-grown feed and nurturing morning and night."
Supplying Asda since the 1980s, Ivory will now supply the retailer 28-day matured beef for their Extra Special range.
This will be the first ad in Asda's Christmas campaign. Media planning and buying has been handled by Carat.
Subsequent ads will continue to focus on the Extra Special range, the Asda Price Guarantee, Voucher Book, and electrical and toys. Print ads will also focus on the Extra Special range.
With a 17.5% market share, Asda is the second-largest supermarket retailer in the UK.
today, and also decided to take an outdoor theme, with its "More Christmas for less" campaign.
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