Asda Enlists Unlikely “Influencers” to Reappraise Value in New Social Media Campaign
Asda launched its latest social media campaign this week, which sees an unlikely pair of “influencers” reappraising the retailer’s value credentials.
Working with advertising agency, VaynerMedia EMEA, Asda enlisted the help of two ‘nanas’ to create heartwarming and engaging content designed to bring to life Asda’s heritage as the lowest-price traditional supermarket and shine a spotlight on the retailer’s latest price investment initiatives.
Following the launch of its Aldi and Lidl Price Match campaign earlier in the month, Asda sent these savvy nans into the store to test out for themselves whether the price campaign is the ‘real deal.’
The content sees Nana Joan browsing the aisles and nodding in approval as she says, “that’s all good prices int it?” She later moves to the Frozen aisle and when her granddaughter asks what she’d like next she firmly says “chips, we can’t do without a bag of these.” At the end of her shop, she’s heard telling the cashier “I was 90 on New Year’s Eve…I just want some new legs.”
The content has already amassed over 4.3 million views on Tikok and Instagram with fans quick to share their love for the nanfluencers and their wisdom in the comments. One social media user said: “bring on the nannas, they know best!” another added “Omg they’re so cute 😍😍😍! X”.
The move comes on the back of the rise of the “granfluencer” – a social media trend which sees more and more web-savvy seniors pulling in hundreds of thousands and even millions of followers for sharing their top tips and wise advice online.
Commenting on the campaign, Annie Stevenson, senior director social media transformation at Asda 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 and relatable 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 and honest opinion of our latest campaign than our very own nanfluencers.”
Dan Fryer, creative director at VaynerMedia EMEA, 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 fans will be pleased to know the Nans will continue to make an appearance across the retailer’s 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.
