Asda joined up with Mail Metro Media to launch a one-day experiential competition at London King’s Cross station earlier this week.

The event blended nostalgic gameshow fun with the supermarket’s long-running value campaign.

The checkout challenge transformed the concourse into a live game show set, complete with a bespoke conveyor belt built by design specialists Cod Steaks, known for their work on the Harry Potter films. Hosted by presenter Jenny Scott, the event challenged commuters to memorise a range of Asda products and their prices as they moved along the conveyor belt.

Participants with the fastest recall times earned a place on the leaderboard, with the top five players in both the morning and afternoon sessions winning Asda vouchers. Spot prizes were also handed out throughout the day, alongside a £1,000 grand prize in vouchers.

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The competition was the first live activation at a major London transport hub for Mail Metro Media, developed in partnership with Asda and agency Spark Foundry. 

The takeover runs alongside a wider Rollback to Asda Price campaign. This includes social video stories, a front-page Metro billboard and content across Asda’s Daily Mail Family Matters TikTok channel.

“Adding an element of gameshow fun to proceedings has been a genuine pleasure and provides an unexpected and welcome boost for our winners’ pockets,” said Scarlett Stansall, senior agency partnership specialist at Mail Metro Media. 

Sophia Bates, managing partner at Spark Foundry, said the partnership demonstrated how the brand is positioned as a one-stop shop for families: “By combining product integration with brand-led storytelling, we’ve reinforced Asda’s value with the right audiences. The King’s Cross activity is just one example of the activations we’ve helped deliver since April.”