Merchant's Den Q2 round up!


As we wrap up our second quarter, let’s look at the incredible media our Merchant’s Den winners have implemented over the past few months in partnership with us.

ABP kicked us off in April with their ASDA Extra Special Beef Burgers, which included in-store sampling as part of our new experiential proposition. Our Extra Special food truck was on hand to serve our customers samples as they went into store to do their shop, creating a personal and exciting experience for them with the opportunity to try a product before they purchase.

Heineken took us into May with their brand new ‘Strongbow Ultra’ cider to get everyone excited for the summer months ahead. The media included a simple branded zone online, as well as illuminating billboards and wrapped digital screens. The strong purple branding on the billboard lit up the sky at night, creating an eye-catching campaign that could not be missed. Heineken also took advantage of our experiential offering and opted for in-store sampling for our customers to have a try!

Warburton’s ‘Seeds the Day’ campaign emphasised their new recyclable paper packaging and also used our illuminating billboard lights to pull focus to their new line of loaves. The campaign also included wrapped digital sheets.




Wrapping up May was L’Oréal, who won for their new range of Elvive Hydra Hyaluronic Shampoo & Conditioner. The campaign included illuminating billboards and featured a competition to win a range of fantastic prizes!

Moving into June, Hello Bello launched their first ever campaign with us and it was as winners of Merchant’s Den! Hello Bello opted for an exclusive category takeover with us online as well as illuminating billboards and gondola ends in store.

Diageo gave us sequined billboards and branded sheet wraps featuring their new tropical passionfruit gin, giving our customers the perfect refreshing summer tipple!

ASDA’s Own Label Tapas closed off Q2 for Merchant’s Den with in-store sampling of our own label tapas range and brought along the food truck that was branded in our summer POS. 




Brands are invited to pitch to a panel of ASDA judges who each hold a media budget to support the promotion of New.

Successful pitches win significant financial input towards their ASDA media campaign, as well as access to exclusive media formats to ensure maximum standout to ASDA shoppers.

Keep an eye out on our socials to find out when pitches open!