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Cross-category POS highlights ASDA's 'Easter Weekend'

Posted by: Gratterpalm

Date added: Thu 01 Apr 2010

Supermarket chain Asda is offering its shoppers a complete 'Easter weekend’ solution, using in store communication created by Leeds-based advertising agency Gratterpalm to link the seasonal aisle with multiple product segments across the store.

As a premium seasonal event, Easter provides a massive opportunity for supermarkets to boost sales across the store. And this year, Asda is hoping to broaden its Easter product range with POS designed to translate seamlessly across multiple categories.

The vibrant POS created by Gratterpalm has a more grown up feel, with a ‘generic’ look featuring daffodils and dandelions designed to sit comfortably alongside any product segment. The design is up-weighted in the seasonal aisle, with the addition of ‘younger’ illustrative elements such as adorable Easter bunnies, bumblebees and chicks.

For the first time a designated ‘kids bay’ will be identifiable in the aisle by a prominent blue colourway and fun-filled interactive floor sticker, bringing together treats for children’s egg hunts and parties. Eye-catching packaging of Easter gifts and treats follows the lead of the POS and creates a consistent look and feel in store.

Away from the seasonal aisle, in-store communications link these traditional Easter categories with fresh produce for family dinners and snack and entertainment ideas for Bank Holiday Monday. The creative is made pertinent in Living and George, using the bumblebee graphic and a more ‘Spring-like’ feel, highlighting ranges such as gardening products and gifts.

Steph Hughes, Events POS Manager at Asda said of the work: “The Easter creative is the strongest we’ve seen yet. What’s key is the flexibility of the design, which translates brilliantly across categories, and works extremely well with our value messaging. ”

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