ASDA and Wrigleys team up to create new Starburst brand - FaveREDs
Supermarket chain ASDA has partnered with Wrigleys to help the nation create a brand new product – Starburst FaveREDs.
Earlier this year, 18,000 shoppers at ASDA were asked to pick their favourite red Starburst flavours from a selection including, watermelon, cherry and strawberry. Those who took part were entered into a prize draw to win a year’s supply of the winning flavours.
From this week the finished product, featuring the winning flavours, will be available in the brand’s new family friendly sharing sixe packs on a limited two packs for £3 promotion.
ADSA’s confectionary buyer, Rob Benyon, felt the campaign showed how closely ASDA works with their customers to continue their “lead in the market” and the partnership with Wrigleys underlines the stores “commitment to provide our customers with the product they want”.
He added: “As the leading retailer in the fruit confections sector, we are delighted with the level of engagement and the support from customers we have received throughout this campaign.”
Starburst fans online were also asked to share their favourite ‘red’ moments in a competition on ASDA’s website, in order to win a holiday to the Red Sea, one of 30 Red Letter Days or one of the 60 £50 ASDA gift cards. The winning stories will be announced exclusively on ASDA Radio, with the more amusing quirky stories going on to be featured in a national PR campaign.
Peter White, customer activation manager at Wrigleys, added he believed the campaign has “managed to build a meaningful and mutually beneficial partnership with ASDA”.
He continued: “To be able to create an entirely new product chosen by ASDA shoppers has been a hugely powerful opportunity, both for us and ASDA.
“With over 18,000 shoppers taking part to help choose their favourite FaveREDs, we were delighted with the level of engagement and the support from customers we have received throughout this campaign.”