Gratterpalm goes back to school for ASDA campaign

Gratterpalm has developed a campaign for ASDA, focusing on the supermarket's 'Back to School' ranges.

The campaign features a creative concept focusing on pencils, crayons and funky shapes.

It aims to pull together all areas of the store into the 'Back to School' theme, from healthy lunchboxes to school uniform and stationery.

The creative has been used throughout stores as well as ASDA's 'Back to School' 'magalogue' and website.

Gratterpalm's brief was to segment the campaign by age, rather than gender.

To achieve this, the agency created three campaigns in one.

The main strapline 'School Shop' will sit in-store throughout the whole 'Back to School' campaign and has been extended into George and Living stores.

In addition, specific campaigns tailored to different age groups, including 'Stuff for Kids' and 'Stuff for Students', will appear at different points throughout the summer holiday period.

To encourage customers to shop throughout the supermarket for their back-to-school needs gratterpalm introduced directional barkers to lead customers between different parts of the store.

Value blinkers have also been utilised to communicate price segmentation.

Steph Hughes, events POS manager at ASDA, said: 'Gratterpalm's campaign puts real emphasis on value, which is vital in the current economic climate, but also highlights quality.' Gareth Healey, managing director at gratterpalm, added: 'Our brief was to portray quality messages that also highlight value and encourage consumers to shop for the whole back-to-school range.

'The challenge was to ensure the design would sit alongside the value message as well as having the store stand-out needed.'.

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