Gratterpalm prepares Asda for Mother's Day
Asda’s in-store campaign for Mother’s Day is set to roll out, created by the company’s retained marketing agency Gratterpalm.
The POS and packaging created by the Leeds based agency will feature a floral, feminine look aimed at appealing to mothers and women buying for their mothers. The language of the campaign will also aim to target fathers and kids shopping for Mother’s day gifts to give them direction on suitable gifts.
The Mother’s Day creative features a pastel background colour, designed to stand out in-store against a sea of red and yellow, together with little flowers and hearts. For extra impact, 3D flowers will appear on generic hanging signs in the seasonal aisle. And this year, special Mother’s Day bunting will appear for decorative effect – for example on gondola ends - to give other parts of the store extra boost.
The theme has been created to have synergy with POS for other seasonal events, such as Valentine’s Day, and specifically Easter, which will be appearing at the same time in-store.
The Mother’s Day POS will launch early March in the run up to Mother’s Day on 22 March. It will appear in the seasonal aisle, on gondola ends and in George and Living stores, while the creative theme will extend to packaging, communications, local marketing and the Asda website.
Gareth Healey, managing partner at Gratterpalm, said: “Although Mother’s Day designs traditionally have a feminine look and feel, we’re aware that dads and kids sometimes need direction on what to give their wives and mums. Therefore the signage provides helpful guidance, while at the same time showing a creative that is instantly recognisable as Mother’s Day.”