Every quarter (with the exception of Q4) suppliers are invited to pitch their NPDs to our Merchant’s Den panel, with the opportunity to win financial backing and an exclusive ASDA Media package for their launch campaign.
Let’s take a look at some of the incredible campaigns that our Merchant’s Den winners landed in Q3.
INEOS kicked us off in July, with the launch of their plant-based cleaning range, touring ASDA stores with an experiential sampling truck – promoting the products and engaging with shoppers at the front of store. The brand utilized a wide range of ASDA media including Gondola Ends, Hotspots and die-cut entrance media - a Merchant’s Den exclusive which offers great visibility to shoppers as they enter the store. They also utilized media from our Partners for Growth proposition; landing a highly impactful Aisle Takeover with a floor sticker the entire length of the aisle, in-run Blinkers and large overhead signs – an unmissable piece of media and a great way to make an entry into the category!
Concha y Toro launched their new wine range, JOY, just in time for Summer. The campaign included in-store media such as Digital 6 Sheets, Branded Bays and Hotspots in addition to a fun and interactive in-store sampling opportunity. Shoppers were able to pose and have their photos taken in a branded AI Photobooth – bringing them a little extra joy as they sampled the product. JOY also utilized AMP’s Digital Media Packages and social media to encourage shopper engagement and raise awareness for the brand online. An online Brand Zone was used to promote the full range of products, with various driving media banners visible across ASDA.com.
The Good Roll introduced ASDA shoppers to their sustainable and charitable toilet paper with an educational/awareness campaign, using Trolley Panels, Digital 6 Sheets and Hotspots to engage with shoppers at various touchpoints throughout the store. The new product was available for shoppers to try at home, with in-store sampling and GHS sampling booked to drive trial and conversion as part of the launch campaign.
In August, Irish stout brand Forged arrived in the UK, with a product launch exclusive to ASDA. Forged used a great range of media including; Shelf Talkers, die-cut Security Covers, Trolley Panels, Sampling and ASDA Magazine alongside some of our digital media packages, to create visibility for the brand in-store and on ASDA.com. A wider campaign was also created across social media and utilizing OOH media, like these custom-built 48-sheets which showcase the product using large 3D elements.
Schwartz partnered with television chef, Nadiya Hussain to launch a brand-new range of seasonings, mixes and recipe kits within ASDA. The NPD was promoted using an omni-channel campaign including; Digital 6 Sheets, ASDA Radio, ASDA Magazine, shelf media and a branded Side Stack which showcased the full product range. A Brand Zone was used online to show the full range to ASDA’s digital shoppers, with digital packages and traffic driving media booked to raise awareness and drive engagement.
It’s been a great quarter for Merchant’s Den launches, with some fantastic NPDs launching and a great range of different ASDA media assets being utilized in the launch campaigns, including exclusive Merchant’s Den media formats that ensure maximum standout to ASDA shoppers.