Asda Uses Football to Tackle Loneliness and Isolation in Older Generations

Asda has launched a unique approach to driving engagement and awareness during the biggest football tournament of the year, with a campaign centred around supporting the older generation.

Having already forged a reputation for caring for the older generation through its Winter Warmer initiative, which has served almost 200,000 meals to over 65’s during the colder months, the retailer has launched the UK’s first 'nanzones' in its stores – football fan zones designed specifically for the older generation complete with free food, a big screen and a chance to connect with others.  

The move comes on the back of research that highlighted over 1.9 million over 65s will be watching the sport alone this summer and the initiative has been hailed by customers across social media.

One enthusiastic user commented “I’m glad ASDA have done that. Gonna ring my Nanna see if she wants to watch it with me!", while another simply said "Got a lump in my throat reading that statistic about loneliness, this is such a beautiful concept”.   

Footballing legend Jimmy Bullard attended one of the events in Manchester last week – putting smiles on the faces of all nans and grandads in attendance!  

The Asda 'nanfluencers', who first appeared on Asda’s social channels in February, have also played a key role in Asda’s pensioner friendly strategy to the tournament.

Their wit and charm driving additional hype around Asda’s match-day deals and essentials, as well as providing opportunities to encourage Euros conversation with customers in real time as part of the brands community management strategy.  

The Asda Nans have already reached over 40million people across social mediawith strong positive sentiment associated to tcontent. 

To further amplify the PR and social led campaign, Asda has also partnered with LADbible and Global, to promote football home-viewing parties by providing everything needed to enjoy match days with family and friends. The partnership, brokered by Spark Foundry and managed by SPP Media, sees a tied-up social and influencer strategy between Asda and LADBible, hero-ing the nanzone activity as well as highlighting deals and offers available across the tournament.  

Alongside the social activation, Asda’s partnership with Global will see the retailer drum up excitement with an ad campaign running across national radio shows such as Zoe Hardman and Mark Wright on Heart, and Will Manning on Capital. The content sets out to inspire listeners throughout the week with Asda deals that will create the ultimate viewing-party for the tournament, alongside the chance to win a £1,000 Asda gift card.  

Commenting on the campaign, David Hills, chief customer officer at Asda said "We have been delighted to launch our nanzones building on the fantastic work our Community Champions perform in their local communities. The initiative builds on our winter warmers provision for the older generation, and we have been excited to engage with them through the nanzones. 

“The nans are backed with strong trade driving creative, meaning we’re not only providing the feel-good factor, but also showcasing our continued focus on uncompromising value.”