Asda is looking to increase its in-store marketing, following the results of its ‘Mumdex’ research earlier this year.
In-store marketing agency Momentum has been appointed as in-store events partner to help the retailer with its goal, which will also include more in-store promotion for goods around seasonal events such as Halloween and Christmas.
The contract will see Momentum made responsible with overseeing key commercial trading occasions for the supermarket, with the creation of events that aim to capture the imagination of customers.
Steph Hughes, head of events marketing at Asda, said: “Asda is famous for its personality, there’s now a renewed focus on how we communicate that and make Asda a destination for mums and kids.
“We want to keep kids occupied and have fun so that shopping isn’t just a chore for mums but it’s important we add value, not put things in store that are going to get in the way.”
The appointment will also mean that a programme of events will be delivered with a proven commercial return, while also strategically aligning with the objective of the supermarket’s brand partners. This will include the use of Asda’s digital and social platforms in order to promote each event to customers.
Allan Cobb, managing director of Momentum UK, commented: “Asda has a reputation for making the shopping experience fun and engaging when it comes to celebrating major events like Mother’s Day, Easter and Halloween. We’re really looking forward to repaying the faith shown in our appointment by delivering unforgettable experiences for Asda’s shoppers over the next year.”