Client: Asda
‘Love is in the Aisles’ showed how a genuine human insight can fuel a standout PR campaign and significantly enhance the reputation of a brand. With Valentine's Day marketing overwhelmingly speaking to couples, we decided to make Asda culturally relevant to singles, too. Our Red Baskets – introduced into a store famous for everything green – gave singles a simple, non-verbal signal that they were ready to chat. Through a headline-hitting angle, arrow-accurate Creator Partnership and clever community and social amplification, Asda ‘became the new Tinder’. The campaign generated 130+ pieces of earned media coverage (versus an objective of 18), 46 broadcast hits (versus an objective of 1) and our single creator post achieved 4 million+ organic Instagram views in 48 hours. One week later, Asda’s Buzz Score had increased 750%. All for a budget that would be restrictive if aiming for similar coverage through broader advertising or paid-for content.
