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Asda planning to make mum’s day

Asda is hoping its Mother’s Day campaign will connect with customers on a personal level, with creative using the line ‘Make Mum’s Day’, created by Leeds-based advertising agency, Gratterpalm.


Asda planning to make mum’s day

Research conducted by Gratterpalm amongst Asda shoppers revealed a positive response to the invitation to make the event special for someone. This lead to the creation of a message that would be both effective in signaling Mother’s Day, and in capturing a sentiment appropriate for this special and personal occasion. 

‘Make Mum’s Day’ was combined with a vibrant colour palette of lime green, purple and fuchsia pink, alongside butterfly and vine graphics to complete a spring creative with a thoroughly modern and quality feel. The creative concept as been applied to elements in-store and out, including striking die-cut hanging signs with delicate butterfly danglers, and cut-out graphic details on aisle navigation. Reverse colour ways on elements, such as bunting, help to add pace around the store.

Steph Hughes, Events POS Manager at Asda said of the work: “Gratterpalm’s research has allowed us to tailor our messaging to appeal to – and more importantly connect with – our customers. Couple this with an on-trend design that works brilliantly across point of sale, packaging, press and online, and we’re expecting to see another strong performance in stores.”

Gratterpalm’s Planning Director Darren Hawkins added: “For an event that is predicated on personal sentiment, understanding the nuances of the communication is essential. Identifying the subtleties of message, inference and tone, definitely helps to develop a hard-working campaign theme”.

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