ASDA unveils Summer Home cross-range campaign with Publicis Blueprint
ASDA is bringing together all its summer trends across homes, outdoor furniture, children’s toys and George ranges for its latest print and online campaign, Summer Home.
Developed by Publicis Blueprint, the campaign allows for the supermarket chain to inspire across its total offering with the one initiative and is designed to create a seamless customer journey in-store, in print and online.
The campaign includes an 84 page supplement featuring the ‘best of the best’ ASDA products for summer 2013. A total of three million brochures will be made with the publication aiming to provide content and aspirational lifestyle images to inspire customers on how to mix and match ASDA’s products. Bespoke POS will also feature in-store including barkers, trolley bays and banners.
Sara Bates, seasonal magazines manager- Asda corporate marketing, commented: “This is the first time we’ve used a cross-range approach in the run up to the key summer season, bringing together complementary products in Homes, Outdoor and Fashion to help and inspire customers. Key was to ensure the flexibility of content and images to create a fully integrated approach, and Publicis Blueprint have drawn on their extensive multi-channel experience to deliver an exciting and seamless campaign.”
Publicis Blueprint has also collaborated with ASDA’s online in-house team to create a Summer Hub, showcasing the supermarkets full seasonal offering and additional content such as ‘How to’ guides and style advice.
Group account director at Publicis Blueprint, Julie Goodair, added: “ASDA can inspire customers and offer solutions across every aspect of their lives, and that’s the essence of the Summer Home campaign idea. Our approach allows us to ensure the customer journey was totally aligned across all channels. We maintained a quality editorial feel throughout, whilst boosting awareness of their summer ranges.”
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