Our design task with ASDA first started with an audit of the brand environment and store communication suite. It was followed by recommendations for the formula for change.
The aim of the formula for change brand programme was to be more relevant to changing customer trends. Consequently, we chose to communicate quality, the freshness of product, commitment and care for the environment.
The solution to the problem of the previous one dimension marketing strategy of ‘ASDA low price’ was found in a three-dimensional idea, we chose to communicate the benefit of values associated with stewardship of the land, the relationship of seasons to agricultural production, the farmer, the individual and community. This offered us a surprising array of marketing opportunities.
The “More” concept emerged along the following lines for these reasons.
Consumers continually ask “What’s in it for me?” The answer is “More for you”. Expect more and pay less. By being more contemporary and more confident, ASDA management grasped the success in delivering on an expectation of more “More for you at ASDA Price!”
We then created the brand lockup which you see below.
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