SHOWING ASDA'S PERSONALITY
The kiwi fruit ban to save Harry Styles
WE ARE CONSTANTLY ON THE LOOKOUT FOR PLAYFUL OPPORTUNITIES THAT SHOW ASDA’S PERSONALITY.
So when we spotted Harry Styles had been pelted with kiwis while on stage in London, we saw an opportunity to ‘newsjack.’
WE ANNOUNCED THAT ASDA HULME SUPERSTORE WAS POLICING SALES OF KIWI FRUITS TO UNDER-25S.
To save Harry from another kiwi-related incident at his next gig in Manchester that night.
We had no time to create visual assets so needed to rely solely on the strength of the news hook, creative copy and quick sell-in to grab headlines. Within the hour we had Asda Hulme requesting ID from under-25s attempting to buy kiwis, and our news copy was signed off.
We immediately issued it to our key contacts at all the nationals, with coverage appearing within the hour on Daily Mail, Lad bible and Radio One. Further coverage instantly rolled in, with wider media coming to us to confirm the story.
The campaign catapulted Asda’s name around the world in 10 countries, sparking 15,000 social conversations and blanket coverage.
November’s Kantar insights showed our Kiwi newsjack was the third biggest PR story for Asda, generating 55 pieces of media coverage (sitting just behind Black Friday sales). We helped Asda take the crown on share of voice, securing the most positive PR stories out of all retailer.
We love a challenge big or small, local or global. So don’t hestiate to reach out.