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Gratterpalm scoops POPAI gold with fresh take on Asda fresh counters

Posted by: Gratterpalm

Date added: Fri 30 Oct 2009

Asda’s fresh approach to its in-store fresh counters has made it even easier for customers to buy produce such as fish and meat with confidence. The new customer-friendly counter concept has been rolled out across Asda stores throughout the first half of this year, and was last week awarded gold at the prestigious Point of Purchase Advertising International (POPAI) awards. The new counter concept was created by Leeds-based advertising agency, Gratterpalm.

The POPAI Awards recognise excellence in the Point-of-Purchase market, a market worth in excess of £1bn per anum in the UK and Ireland. Gratterpalm was nominated in the ‘Grocery, General Merchandise Products and Snack Products – Permanent Display’ category for its work on the fresh counters in Asda stores, and was awarded gold after beating off tough competition from Next and PepsiCo.

Commenting on the entry, the judges said, “This entry was simple, effective and delivered a big impact, helping to reposition an often neglected zone in supermarkets and helping Asda to reinforce their brand and expertise”.

Gratterpalm was briefed to completely refresh the look and feel of Asda’s counters selling fish, meat, rotisserie, deli, takeaway and pizza produce. The new point of sale had to make the counters feel approachable, and provide information and reassurance to the customer on product quality and value.

“Although simple in execution, the entry answered the brief perfectly and is a great example of how simple but strong P-O-P can refresh the look of an in-store zone without resorting to budget hungry refurbishment programmes” continued the judges.

Alison Noblet, Local Marketing Manager at Asda said, “Gratterpalm’s design reflects a real understanding of the importance of ease of shop to our customers. The fresh counters is one of the few departments where customers must interact with Asda colleagues in order to make a purchase. The point of sale and store staff now works in synergy to create an approachable feel to the counters.”

The new point of sale offers a highly flexible solution, which works consistently with counters of different sizes in different stores. Relaxed images of Asda colleagues were selected, alongside a friendly “handwritten” font. Permanent back wall tiles are used to communicate nutritional information and provenance messages. Hanging ‘butchers rails’ are used for service messages, such as encouraging customers to ‘try before you buy’. Flexible value panels allow value messages to be easily replaced as prices and promotions change.

Gareth Healey, Joint Managing Partner at Gratterpalm said, “We’re thrilled with another POPAI gold - the award is a reflection on the hard work put in by everyone involved in the project”.

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