Asda is Creating Change For Better
The challenge
Asda has been a supporter of pioneering British charities for many years, including FareShare, The Trussell Trust and Breast Cancer Now. With Covid diverting attention from these causes, we needed to find a platform for Asda that could help them celebrate all of the amazing work their community champions and charity partners do, whilst raising awareness of Asda’s mission to Create Change for Better
The solution
We sought a media owner who could bring together all of the various messages and charities under one overarching plan. The outcome was a cohesive and adaptive 9-month campaign with Global Radio. We created an always on sponsorship across Heart weekends, with seasonal messages and collaborated with Heart, Smooth & LBC station talent to educate and delight audiences with video, social, online and podcast content covering topics from fighting hunger, to how to be more sustainable every day, how to check your breasts and festive Christmas gifts for local school children
Results
- 85% of Asda’s core audience agree that Asda is working to create meaningful change that makes a real difference to the community
- +31% uplift in Asda’s core audience who had been exposed to the campaign agreeing they would recommend Asda
- 30% of Asda’s growth audience intended to donate food to a charity in an Asda store as a result of hearing the radio campaign
- +40% uplift in positive brand perception amongst Asda’s core audience from start to end