ASDA sets up biggest-ever in-store campaign

The supermarket giant is set to make this Easter its best ever by rolling out the largest display of point-of-purchase material ever implemented there.

ASDA's Easter campaign has been produced and implemented by Europe's largest in-store marketing agency, bezier.

Among the extensive range of show materials are fabric flowers, aisle arches, floor graphics, shelf edge strips and giant headers featuring Easter characters.

Giant wire-hung frames have also been brought in to create a 3D flower effect that hangs from the ceiling.

Steph Hughes, event manager at ASDA, said: "To engage with the customer, POP is now more about creating an in-store event.

"For occasions such as Easter where there is a strong seasonal feel, the displays need to be bold and communicate the associations of the occasion in an appealing way.

"Our previous seasonal displays such as Halloween and Christmas have been a great success and we are proud to be implementing this new Easter campaign, our biggest ever." ASDA will roll out the Easter POP displays to 320 stores.

The campaign will go into stores on 12 March and is expected to take a full 10 days to implement.

Bezier's tailor made e-solutions enable in-store activity to be ordered and managed online.

The company is sole supplier to a broad portfolio of blue-chip brand manufacturers and retailers including ASDA, Boots, Imperial Tobacco Homebase and KFC.

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