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BRIEF
ASDA wanted to use a specially-created ‘Local Week’ campaign to reinforce its credentials as the supermarket for fresh, local produce, in light of competition from key competitors. |
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RESPONSE
Biss Lancaster suggested a bespoke press, broadcast and online media strategy, focusing on ASDA’s 600 new local lines and star local suppliers. |
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ACTIVITY
Regional hampers were sent to key journalists across the UK, to showcase best local produce. A series of press releases was tailored for each region about local produce specific to them. A ‘barter board’ was trialled in four stores to reinforce the community message and Biss secured an online partnership with student website, ‘Beyond Baked Beans’. |
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RESULT
A total of 136 pieces of coverage was secured, including Barter Board coverage in regional and national press. ASDA spokespersons were identified across each key local distribution hub, and as a result were able to raise their own profiles as well as those of the hubs. The student online outreach reached over 8,000 unique users. |
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