ASDA, part of the Walmart family, is one of the leading UK grocery retailers and the fourth largest national retailer of clothing with its store-exclusive George brand. With almost 400 supermarkets and over 160,000 employees, ASDA has a significant market share in retail and enjoys a distinct competitive advantage thanks to the impressive cost/benefit ratio of its products.
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Selligent’s capabilities were put to the test when ASDA began planning a fully-integrated, omnichannel campaign promoting its Easter products in stores and online. Selligent’s comprehensive marketing platform enabled them to run location-based marketing campaigns and send personalized product offers to customers.
The campaign included over 300 ASDA superstores, each running different activities. The promotions centered around its popular TV ad with a giant chocolate hen. In the ad, a giant chocolate chicken climbs atop an ASDA store and lays a giant chocolate egg (with Tom Jones’ “She’s a Lady” playing in the background).
The marketing team wanted to capitalize on the ad investment and send location-based cross-channel messages featuring Easter promotions on seasonal products in the weeks leading up to the “Giant Hen’s” visit to the local stores. The ad claimed that ASDA had “20 million eggs in stock,” and the campaign’s goal was not only to maximize seasonal sales but also to increase brand awareness and customer loyalty with relevant ads that are also fun.