The supermarket recently appointed marketing agency Momentum to handle events at all its UK stores and create ‘retailtainment’ experiences that set Asda apart from its rivals.

The supermarket hopes to take advantage of the opportunities offered by this summer’s Olympic Games and Diamond Jubilee to “bring that fun and sparkle to the shopping experience”.

The supermarket will also increase in-store marketing around annual occasions such as Christmas and Halloween.

The in-store event marketing strategy will be informed by the recently introduced quarterly ‘Mumdex’ research introduced by Asda earlier this year to glean insights about how the supermarket can support mums and families.

Steph Hughes, head of events marketing at Asda, says: “Asda is famous for its personality, there’s now a renewed focus on how we communicate that and make Asda a destination for mums and kids.

“We want to keep kids occupied and have fun so that shopping isn’t just a chore for mums but its important we add value, not put things in store that are going to get in the way.”

Asda also plans to better integrate its in-store marketing with its digital and social media activity and advertising, which Hughes says it has not always done very well.