Following its use in Virgin Active’s first global marketing campaign at the beginning of the year, Tiggs Da Author’s Fragile has now been picked up by Asda.

First aired last month, the supermarket’s cheery summer ad sees an excited father fire up the BBQ, only to be told it’s seven o’clock in the morning by his bemused wife.

With a crystal clear vocal hook, the London singer’s track fits right in. “We were working with Saatchi & Saatchi to help ...