Asda celebrates Burns Night with gratterpalm

As the rest of the UK slumps in the doldrums of the post-Christmas-blues, Scotland will be building up to the traditional Burns Night celebrations.

To get everyone in the mood, retail marketing agency gratterpalm has created an exciting in-store campaign for Asda shoppers as they prepare for the night.

Gratterpalm has designed a range of point-of-sale elements which capitalise on Scotland's growing self-confidence as a nation.

Creatively, the materials have a strong blue background and feature a range of icons designed to inspire Scottish pride.

Naturally, the agency has incorporated a silhouette image of Robert Burns to complete the picture.

Gareth Healey, Managing Director at gratterpalm, said: "Burns Night is an enormous celebration when family and friends come together to enjoy a traditional Burns Night supper - our research showed that although everyone likes to get involved, many often leave it to the last minute to get everything they need, so we've developed a campaign to highlight the products throughout the store they need to prepare their Burns Night Supper - more than just haggis and neeps".

The campaign launches on 10 January with a quirky creative approach that has a patriotic appeal.

Alison Dakin, Asda's Marketing Manager for Food Point Of Sale, said: "National celebrations are becoming much more important, and this year we wanted something that goes to the heart of Scottish pride; gratterpalm has developed an approach which is a step-change for us.

"As customers come into the stores they'll be reminded to get involved in this celebration".

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