Asda has briefed Leeds advertising agency Gratterpalm to launch a 'Student Shop' inside its supermarkets.
For the first time dedicated space in-stores will promote university essentials such as duvets, toasters and stationery. (What about baked beans? - ed.)
Gratterpalm's campaign features hand-drawn illustrations alongside handwritten typeface on all point of sale elements including gondola ends and foyer POS.
The Student Shop follows the launch of Asda's Student Shopper card, which allows parents to to load money onto the card for their son or daughter to spend while away at university.
Gratterpalm also designed the creative for the Student Shopper Card campaign, which features the strapline ‘The Card That Gets Students Through Uni Without Going Hungry’ and includes a call to action to visit the website.
Amanda Farrell, product manager for gift cards at Asda, said: “We want to communicate to students
that Asda is the supermarket for all their university needs and believe that the Student Shop, along with the Student Shopper Card, are the perfect platforms to reach out to this audience.