Asda has joined forces with events and experiential agency Hyphen, to generate ‘buzz and excitement’ around the World Cup.
The pair have developed a multi-part World Cup activation that will include in-store and outside of store experiences, for customers across a total of 32 Asda stores to enjoy.
The main part of the experiential experience is an oversized dome-shaped football which gives each brand partner the chance to bring their product and brand to life, while also getting products into customers’ hands and mouths. Customers can enjoy samples from Pepsi, Doritos, Heineken, and Optimum Nutrition, as they immerse themselves in the sounds of football anthems and cheering crowds.
There will also be a penalty shoot-out game provided for those who want to test their football skills.
In-store, the supermarket and agency have created a digital, touchscreen game named Asda Goal Saves sponsored by Optimum Nutrition and Coke Zero.
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“We were thrilled to have partnered with the team at Asda on yet another fun, engaging and immersive UK-wide activation,” Hyphen account director Nicola French said.
“We recognise that Brits across the UK are passionate football fans, so what better way to add some excitement to their shopping experience and showcase a selection of Asda’s brand partners, than by bringing a range of football themed activities and sampling opportunities right to their local Asda stores!”
Asda events manager Helen Young added: “We have worked with our creative partners at Hyphen on some great initiatives this year. This latest World Cup campaign is no exception. The feedback we’ve received from customers and colleagues has been overwhelmingly positive.”
The news comes months after Asda released its 2022 Christmas ad Buddy the Elf.
