Asda hypermarkets UK
A hypermarket retail concept in Milton Keynes, England. Interior store design, brand strategy, marketing communications graphics and way-finding signage.
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.
Transforming a hypermarket category
The solution to the problem of the one dimension proposition was found in a three-dimensional approach to communicating benefits. 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 along the following lines for 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 are 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 is recycled and they’re working on the other 40%; More freshness – By sourcing British food where possible, the time it takes to get food to the stores is reduced.