Asda Hypermarkets
We build hypermarket brand strategies and environments.
Innovative. Creative. Experiences.
A hypermarket retail concept in Milton Keynes, England, featuring interior design, brand strategy, marketing communications, and graphics.
Consumers continually ask: "What's in it for me?"
The answer: "Expect more and pay less."The solution to ASDA's marketing strategy of "Always low prices" was found in a partial quote from Shakespeare. "More for you"
"More for you at ASDA Price!" A new marketing strategy was born.
We focused on the benefit of shopping at ASDA. Values associated with stewardship of the land, the seasons of
agricultural production, community and low prices.
To be the bridge
The Asda Price promotion strategy is built around offering consistent value, reinforcing its image as a low-cost leader. Through various tactics like rollbacks, everyday low prices, the Asda Price Guarantee, and targeted promotions, the brand consistently delivers value-focused marketing that appeals to budget-conscious consumers. This approach not only attracts price-sensitive shoppers but also fosters long-term loyalty by ensuring customers feel they are always getting the best deal.
Asda follows an EDLP strategy, meaning that they focus on keeping prices low across a broad range of essential products on a consistent basis, instead of relying solely on temporary promotions.
The ASDA marketing team wanted to bring to life their EDLP price promotion message that differentiated ASDA from its UK competitors. Our team of experienced branding experts set about developing the following communications strategy.
The solution to the one-dimension proposition problem of communicating ASDA price was found in a three-dimensional approach to communicating benefits. Such as the values associated with stewardship of the land, the relationship of seasons to agricultural production, the farmer, the individual and the community offered a surprising array of marketing opportunities.
The “More” concept emerged due to the following 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, management grasped the success in delivering on an expectation of more. "More for you at ASDA Price!”
The concept then took shape: More local, More fresh, More healthy, More caring and More committed. Why was the “More” concept relevant?
More local – ASDA source more local produce within 15 miles of their stores than any other supermarket.
More fresh – ASDA committed to reducing the amount of GM food; More healthy – ASDA food pledge aims to reduce fat, salt and sugar levels in ASDA brand products.
More caring – ASDA put their customers, the community and the environment first.
More committed – 60% of all waste recycled and we’re working on the other 40%; More freshness – The time it takes to get food to the stores has reduced by sourcing more British food where possible.
Once the strategy had been agreed our team of creatives set about visualising the message and creating the communications suite.
