03rd April 2017
On April 1st, ‘McVitie’s Jaffa Cheese Cakes’, ‘Strawberry Cheesecake Mini Cheddars’, ‘Meh-mite’, ‘Pot Noodle Twister’ and ‘Quorn- the power of Quorange’ will land on digital screens in local Asda stores, demonstrating the flexibility of digital in creating an engaging April Fool’s opportunity whilst raising brand awareness.
The majority of supermarket shopping is still done in physical stores versus online* and recent research conducted by Clear Channel and On device as part of an environment study of supermarkets states that 60% of supermarket shoppers are more likely to buy an advertised product**.
“There is a huge opportunity for brands to effectively reach a valuable audience using point-of-purchase Out of Home” said Ben Taylor, Commercial Director at GIG Retail, Asda’s core media partner, “with the ability to update content immediately to reflect offers and target specific stores, brands tell us they are increasingly investing in retail media as it gives them access to a diverse audience, UK wide coverage, targeting and creative flexibility”.
Martin Corke, Marketing Director at Clear Channel UK said “Our digital network is all about inspiring shoppers and driving sales. The unmissable and highly flexible Asda Live screens engage shoppers at precisely the right moments. This April Fools’ activity is a great example of brands using the creative power and technical capabilities of DOOH to maximise engagement, at moments that matter for advertisers and audiences alike”.
*source: IGD report 2016 http://www.igd.com/Research/Retail/UK-grocery-retailing/
**source: Environmental Study Supermarkets 2016; Clear Channel & On Device.