Asda’s latest social media campaign is spotlighting the supermarket’s heritage and its latest price investment initiatives through a pair of “granfluencers”.
Social media agency VaynerMedia EMEA worked with Asda on the heartwarming campaign, which features two nanas, Nana Joan and Nana K, who aim to communicate Asda’s heritage as the lowest-price traditional supermarket.
It follows the launch of its Aldi and Lidl Price Match campaign earlier this month, and sees the savvy nans taking to Asda stores to test out the price campaign for themselves.
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With over 4.3 million views on TikTok and Instagram and fans already sharing their love for the nanas in the comments, the campaign proves that “granfluencers” are on the rise.
The social media trend has seen web-savvy seniors raking in millions of followers for sharing their tips and wise advice online.
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Asda senior director of social media transformation Annie Stevenson said: “Asda has a long history of being the lowest-price traditional supermarket and we’re constantly investing in new initiatives to keep our prices low for our customers. Our Aldi Lidl price match is just the latest example of this”.
“We were keen to find an engaging way to communicate this offering to our followers on social channels – and with the shift to relatable, inclusive and honest voices being favoured on social media, who else is better to share a trustworthy opinion of our latest campaign than our very own nanfluencers.”
VaynerMedia EMEA creative director Dan Fryer added: “We know Asda has great products and prices but wanted a creative, memorable way to tell the public. Then we thought, who better to deliver the message than someone we all trust?”
“We saw the opportunity to communicate Asda’s value heartland in a unique way and went for it. It’s been a joy to create, and we look forward to seeing how far our “nanfluencers” can go!”
Asda’s nans will appear across its Instagram and TikTok platforms, featuring in games such as ‘Price Guess With Gran’ where they’ll be asked to guess the price of staple basket items as they move along a cash desk conveyer belt.
