As campaign differentiation becomes more and more of a priority for retailers, Richmond wanted to create bespoke activity for ASDA that focused on maximising and supporting their in-store summer event, whilst emphasising Richmond’s commitment to putting families at the heart of their brand.
Using consumer and retailer insight, we created the ASDA specific Richmond Summer of Sport on-pack promotion. This competition ran for 9 weeks across the Richmond range, giving away thousands of prizes that fit in with ASDA’s corporate strategy and priorities, during the summer months. We designed the pack takeover creative, supporting retailer media, entry page on ASDA.com, ensuring that there was maximum standout in a highly competitive category during the summer period, as well as managing the logistics of the activity from concept to prize fulfilment.
Although the competition was no purchase necessary, the promotion had a positive impact on sales resulting in a 120% sales uplift YOY. With an unprecedated amount of entries through the ASDA win website, this is one of Richmond’s most successful promotions to date.
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