Supermarket chain Asda is hoping its Mother’s Day campaign will connect with customers on a personal level, with creative using the line Make Mum’s Day, created by Leeds-based advertising agency, Gratterpalm.
Research conducted by Gratterpalm amongst Asda shoppers revealed a positive response to the invitation to make the event special for someone.
This lead to the creation of a message that would be both effective in signaling Mothers Day, and in capturing a sentiment appropriate for this special and personal occasion.
Further strategic direction was taken from WGSN the online research and trend analysis resource for the fashion and style industries which identified vibrancy as a key theme for the S/S 10 season.
Make Mum’s Day was combined with a vibrant colour palette of lime green, purple and fuchsia pink, alongside butterfly and vine graphics to complete a spring creative with a thoroughly modern and quality feel.
The creative concept as been applied to elements in-store and out, including striking die-cut hanging signs with delicate butterfly danglers, and cut-out graphic details on aisle navigation. Reverse colour ways on elements, such as bunting, help to add pace around the store.
Steph Hughes, events POS manager at Asda, said: “Gratterpalms research has allowed us to tailor our messaging to appeal to and more importantly connect with our customers.
“Couple this with an on-trend design that works brilliantly across point of sale, packaging, press and online, and were expecting to see another strong performance in stores.”
Gratterpalms planning director Darren Hawkins added: “For an event that is predicated on personal sentiment, understanding the nuances of the communication is essential. Identifying the subtleties of message, inference and tone, definitely helps to develop a hard-working campaign theme.
Source: Gratterpalms
