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CASE STUDY: Asda Magazine

Provided by Publicis Blueprint
Create content for Asda customers that supports Asda's "You're better off at Asda" brand promise.

What was the Challenge / Background of the Campaign?

Create inspirational content for Asda customers that supports Asda's "You're better off at Asda" brand promise. Endorse Asda's key business objectives, by positively influencing in- store & online purchasing, while promoting price and increasing quality perception via a trans-media content strategy.

What was the Campaign Objective?

To facilitate Asda's mission of remaining "Britain's most trusted supermarket", the magazine puts "Mum" at its heart, delivering engaging and inspiring content to influence and satisfy the reader.

What was the Solution?

Asda magazine acts as a friend, providing down-to-earth, sensible solutions to enable mums of the UK to manage their increasingly overstressed and busy lives. The magazine considers cost, time & health - three key areas that are crucial to the magazine's target audience.

What were the Results?

Figures released by the National Readership Survey show that Asda magazine is the most widely read women's monthly magazine title in the UK, with a readership of 5.6 million, clearly demonstrating how much readers love this title (NRS Apr 13- Mar 14). Independent research emphasises the effectiveness of Asda magazine. 72% of readers say they have gone on to purchase something as a result of reading the magazine (Brass, February 2013), with 68% of respondents agreeing that reading the magazine had a positive impact on their perception of Asda.

What were the Key Learnings of this Campaign?

"We work really closely with our Insight team to understand how our customers are feeling each month and offer them solutions that empower; meal ideas, products, articles and support. Our magazine is defying the decline in print media consumption because we're following our customers agenda and not our own. We understand our customer and that resonates with them and drives loyalty. There are very few retailer magazines brave enough to step away from the 'foodie' benchmark and have fun." Hannah McDermott, Asda Magazine Editor, Asda Creative and Execution Team

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details
25 - 34
35 - 44
45 - 54
55 - 64
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
All RegionsAll YearENGAGEMENT
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