Asda looks to mums as brand ambassadors
Share
Asda is looking to tap into the influence of sites such as Netmums by inviting mothers to help shape the future of the supermarket.
The supermarket, which recently promoted its director of marketing strategy Jon Owen to marketing director to replace Mark Sinnock, says mothers are an important part of its business and it wants to utilise their input in its future plans.
The supermarket says: “We want to involve Asda mums in everything we do, from choosing and designing products to making it easier to shop in our stores with babies and young children. Later this year we’ll be announcing an exciting new project for Asda mums and we’ll be looking for bloggers as well as mums to get involved.”
The move follows a General Election campaign on the Asda website, where all the party leaders recorded video messages for Asda mums and visited its stores. Senior politicians from the main parties also answered questions from Asda mums in a series of live Q&As online. And a group of mums blogged about the impact the election campaign was having on them and their families.
In a statement, Asda adds: “We’re always looking for opportunities to get out and chat to real mums about the issues that matter to them.”
YouGov Insight:
· 1 in 4 UK consumers ‘rarely’ visit the frozen food aisle.
· 1 in 4 UK consumers complain that frozen vegetables packaging does not let them see the produce.
· YouGov SixthSense calculates a 2.6% growth in the chilled and frozen food market for 2010.
· The chilled ready meals category is dominated by retailer own-label products, which account for over 95% of the market.
· Tesco, Marks & Spencer and Sainsbury’s are the biggest own-label chilled ready meal brands.
· The frozen vegetables market is dominated by retailer own-label products, which account for around three quarters of value sales.
· Birds Eye is the most popular manufacturer brand in the frozen vegetables market.
Readers' comments (5)
barb gary | Mon, 5 Jul 2010 9:26 pm
This sounds great to me! I'd love to be involved as one of your "go to" bloggers! Any idea how to make that possible? My blog is Diabetic Snacker Food & Product Reviews and Giveaways
http://diabeticsnacker.blogspot.com/ I'd love to be in this group! directorylanesuperstore@gmail.com
Unsuitable or offensive? Report this comment
Ian Morris | Mon, 5 Jul 2010 10:00 pm
Is everything moving online now? Even mums? Oh well, if they're catching five minutes while the baby takes a nap then no doubt they can fit in a quick blog article.
Unsuitable or offensive? Report this comment
Gordon Doherty | Thu, 8 Jul 2010 12:29 pm
Building relationships with Mum makes alot of sense for Asda. Someway to go to catch up with competitor brands in this space. Asda audience is traditionally less digitally achive than say a typical Sainsbury shopper. However influencing decisions made to shopping lists in the home displays a common sense new direction!
Unsuitable or offensive? Report this comment
Sue Homeyard | Thu, 8 Jul 2010 3:34 pm
Interestingly, this confirms that I would prefer not to shop at Asda if it's aimed so much towards mums and kids; the aisles will be full of them trawling around. I wonder if it will similarly alienate others?
Unsuitable or offensive? Report this comment
Brian George | Fri, 9 Jul 2010 9:23 pm
Urmgh-umh Mums as Asda brands ambasadors, why not create a Mum's advisory board, and why limit it to Mum's, what about Dad's, Grandma's, Uncle's, Aunt's, 'Cousins-once removed' and any other major or minor sub-group that could possibly have any buy-in influence whatsoever on consumer engagement. Alternatively why not go back to basics!
Unsuitable or offensive? Report this comment