ASDA, January 2024 | Promotions Seen

It’s January and with the year, new promotions are coming out and already arriving on shop shelves. 

For the UK compers, marketers in FMCG (Fast Moving Consumer Goods), and anyone with a vested interest in promotions – from prize draws to instant wins, this article is just one of a series that breaks down what the promotional scene has to offer at different retailers. Keep an eye on the ‘Insights’ page on PromoNow to find more POV shopper videos and intel on past promotions.

At ASDA in particular, the insights team at PromoNow found several on-pack promotions, in-store displays, and ASDA exclusive promotions. Each with unique prize pools and promotional mechanisms.

Overview

A few general things the insights team noticed at ASDA:

• There were plenty of in-store displays and dedicated areas for promotions. Including FSDUs (free-standing display units), aisle fins, floor decals, and suspended signs.

• Promotions that shoppers may have missed due to a minimal on-pack design or being lost on busy shelves are highlighted with loud and large posters, banners, and other in-store displays.
• We found this provided a similar effect to POS (Point-Of-Sale) displays like endcap displays which grab shopper attention, acting as a valuable area for brands to showcase their products.

• ASDA has collaborated with a few brands and often holds promotions to encourage purchases of several products with prize draws offering family trips and cash. Their promotions also often incentivise shoppers to use their app, ASDA Rewards, with the most recent one being a chance to win a cash pot of £100 into your ASDA Rewards account.

ASDA promotions

Let’s start with ASDA's collaborative promotions. There were 3 in total that were spotted by the insights team.

• First up, a collaboration with pasta brand, Napolina. However, ASDA was the official promoter as seen in the terms and conditions for this promotion. The promotion was to “Win an Exclusive Naples Rooftop Apartment Holiday For 4”. Running from 04/01/24 to 31/01/24, using a prize draw promotional win mechanic.
• It required the purchase of 2 Napolina products and was displayed on the endcap, accompanied by suspended signs featuring promotional designs and copy to compensate for the lack of on-pack design as it’s not a Napolina-own promotion and ASDA has no jurisdiction over Napolina’s packaging.
• ASDA had 2 separate promotions that involved Coca-Cola. One incentivised download and usage of the ASDA Rewards app with a chance to “win £100” in participants’ ASDA Rewards cash depot. 
• The other incentivised purchase with “a chance to win £50” alongside a ‘meal deal’ price promotion.
• Both promotions did not use on-pack designs or packaging. The former was marketed with another suspended sign on the endcap while the latter made use of a FSDU on the endcap. This promotion also encouraged the purchase of ASDA’s ‘own-brand’ pizzas to both get the meal deal price and entry to the promotion.

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If you’re wondering, how can I sign up for these promotions? What promotions does ASDA have? Or, how do I enter ASDA’s prize draws? These ASDA promotions can all be found on their ASDA Groceries website which is updated with their latest prize draws and includes all the information for participants. On the website, you may even find promotions that aren’t marketed through in-store displays. The insights team found a promotion which was not spotted on store shelves. 

• On the ASDA Groceries website, there’s a promotion held in collaboration with Nestle’s Lindahl to encourage customers to select a new flavour to add to their product line.

Cadbury

In celebration of their 200-anniversary, Cadbury held a campaign with several exciting activations.

• “Your Cadbury Photographs” is a competition and promotion as part of Cadbury’s anniversary celebration. Encouraging their shoppers to submit a photo before the year 2000 which features them and a Cadbury product for a chance to be selected and receive £1,000.
• The promotion also prompts participants to share the story behind the photo and is accompanied by the usual promotion entry form.
• This is a great way to create some UGC (user-generated content) and a way for Cadbury to show the longevity of their brand.
• The promotion seen in ASDA was a prize draw, featured on their hot chocolate SKUs and was accompanied by on-pack designs and in-store displays.
• Supporting this campaign was also their TV ad “Yours for 200 years” which nailed their brand messaging and was shown in cinemas, TV, and various social media.
• Created with VCCP, this campaign also took to the streets with OOH (out-of-home advertising), featuring on the screens at Piccadilly Lights in London. 
• Cadbury also has partnered with Alzheimer’s Research UK, donating £200,000.

Nescafe

Nescafe’s “Win a Salary” instant win and prize draw promotion has been a popular activation across the world, in the Arabian Peninsula, Spain, and now coming back, ever-popular, in the UK, Isle of Man, and the Channel Islands.

• In the instant win section of the promotion, participants can win a prize between £20 to £100 with a total of 1000 instant win prizes.  Click here to learn more about PromoNow PromoPayouts

• For the prize draw, there’s 1 winner of the £30,000 prize.
• This was an on-pack promotion and was placed in shelf-ready boxes, featuring the promotion as well.
• Nescafe also supported this promotion with social posts on Instagram and Facebook

Sharwood’s (Premier Foods)

In ASDA we also spotted Sharwood's on-pack promotion, promoting the partnership with FareShare, “Win A Dinner, Give A Dinner” campaign.

• Running across several of Premier Foods Group’s products, this promotion donated £10 to FareShare with every e-voucher claimed. In total, there were 5,000 £10 e-vouchers.

Yeo Valley Yeokens

Yeo Valley’s ongoing Yeokens campaign also made its way to ASDA shelves. Across several of their products, shoppers could buy and redeem Yeokens by scanning the QR code on and in the packs.

• These Yeokens can be redeemed to buy goodies, and discounts, to access events, or donate to charity on their Yeokens page.
• Alternatively, they have a gamified activation on the page. “The Dairy Go-Round” is Yeo Valley’s spin-to-win mechanic for participants to get the chance to win prizes. There’s also a monthly raffle available for those who have signed up and made an account on their website.

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To keep up with the latest promotions and activation in retailers, stay tuned and keep an eye on our page.

Visit promo-now.com to learn how PromoNow can help you create engaging brand activations, or contact one of our experts on +44 (0)20 380 555 38.

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