Gratterpalm prepares festive Asda campaign
ASDA will launch its in-store Christmas campaign at the end of the month, created by Leeds-based retail agency Gratterpalm.
From 21 October, 50 Asda stores across London will also be celebrating Diwali, the Hindu Festival of Light. This is the first time Asda has celebrated Diwali in store and reflects the diversity of its customers.
The creative Christmas campaign runs across Point of Sale, cuddly toys and store decorations and will be phased into stores from 30 October.
Challenged by ASDA to create characters to represent the chain's personality, a six foot tall Santa will greet shoppers in store foyers alongside a Christmas tree. He is joined by two elf characters, Olivia and Alfie, who will appear in seasonal snacking areas of the store that have a children's focus, and in customer service areas.
The characters will sit alongside the core Christmas creative developed by Gratterpalm, which features richer festivals colours and a sparkly seasonal logo. The agency has also created a separate campaign for George, tying in with the core Christmas creative.
Steph Hughes, Events POS Manager at ASDA, said: “The loveable Santa and elf characters strike the right balance of appealing both to adults and kids, and the core creative perfectly manages to capture both our value messages and the magic and sparkle of Christmas.”
Gratterpalm has also created ASDA's Diwali campaign – the first time the supermarket has celebrated the festival in store – featuring POS and attempting to raise awareness of Diwali-related products on offer.
ASDA’s Alison Dakin said: “Diwali is the biggest calendar event for our Hindu and Sikh customers, so it’s important that we communicate that sense of celebration in our stores.”