Sponsorship strategy and activation
Activating shopper behaviour for a leading retailer to connect with consumers.
ASDA wanted to increase store traffic and encourage longer store visits.
ASDA researched consumer shopping behaviour and found that there were several factors that influenced customers to shop at particular supermarkets. These included store location and product pricing – factors which ASDA could not easily change or influence.
A factor it could influence, however, was that consumers believed that supermarkets had an obligation to their local community. In order to encourage customers to its stores and focusing on women in particular, ASDA reviewed its positioning to reflect two core brand values:
- ASDA cares about the community;
- ASDA has a clear individual identity and personality
Its key objectives were to increase store traffic and encourage longer store visits and increased expenditure per visit.
We undertook a strategic analysis on how ASDA could in a cost effective and positive way influence existing and potential customers in the catchment areas of their stores. As a result we recommended that ASDA should sponsor the school holiday activity programme that took place in the catchment area of each of their 205 stores across the UK.
We identified the 205 relevant councils and concluded and managed sponsorship agreements with each council on ASDA’s behalf.
There were 3 million participants per annum.
Last Updated on January 2, 2026
