Asda and gratterpalm cosy up for Valentine's Day

With Valentine's Day fast approaching, Asda is launching its 2008 campaign to appeal to love-struck men and women of all ages.

The 2008 Valentine's campaign has been designed by retail marketing experts gratterpalm and will launch in all Asda stores a month before Valentine's Day.

For anyone that needs some extra help in the romance department, 'Romance advisors' will be on hand, so no excuses for the last-minute trip to the local garage to pick up wilted daffodils and an inappropriate card.

February 14th has grown in significance in recent years as everyone seeks the perfect present for their perfect partner to celebrate another year of love and affection.

Gratterpalm's campaign will welcome shoppers from the moment they arrive at the car park, as they enter the store and will keep their love interest until they reach the Valentine's Day seasonal aisle.

Gareth Healey, Managing Director at gratterpalm, said: "Valentine's is eagerly anticipated by everyone wanting to declare undying love for the object of their affections; spring is round the corner, and it's a great reason to buy something special.

"For retailers, it is the first chance of the year to create an exciting and extraordinary event for their customers.

"With Asda, we have developed a multichannel campaign which uses a combination of colours that are vibrant, contemporary, yet romantic to appeal to both men and women in equal measure".

The agency has created a complete in-store experience, encouraging shoppers to make the most of the day and revel in the fun of the celebration.

Gratterpalm's design features throughout the stores on a range of POS materials to help customers find the perfect item - whether it's flowers, food or a gift.

The design will also feature on gift packaging to reflect a complete store look and feel.

To support the event, external marketing will include editorial features in the ASDA magazine as well as press advertising.

Steph Hughes, Events POS Manager at Asda, said: "Valentine's is a key date in our calendar; this year we've taken a bold approach to appeal to our customers and reflecting our success moving from fourth to second in the supermarket league.

"The look and theme gratterpalm has developed is very contemporary: its versatility is apparent from the different elements around store that enable us to deliver a fun message and still shout 'Valentine's Day'.

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