Asda looks to mums as brand ambassadors

Asda is looking to tap into the influence of sites such as Netmums by inviting mothers to help shape the future of the supermarket.


The supermarket, which recently promoted its director of marketing strategy Jon Owen to marketing director to replace Mark Sinnock, says mothers are an important part of its business and it wants to utilise their input in its future plans.

The supermarket says: “We want to involve Asda mums in everything we do, from choosing and designing products to making it easier to shop in our stores with babies and young children. Later this year we’ll be announcing an exciting new project for Asda mums and we’ll be looking for bloggers as well as mums to get involved.”

The move follows a General Election campaign on the Asda website, where all the party leaders recorded video messages for Asda mums and visited its stores. Senior politicians from the main parties also answered questions from Asda mums in a series of live Q&As online. And a group of mums blogged about the impact the election campaign was having on them and their families.

In a statement, Asda adds: “We’re always looking for opportunities to get out and chat to real mums about the issues that matter to them.”



Success in 2012 will be reserved for creative thinkers

Mark Choueke

I finally got around to reading Walter Isaacson’s brilliant Steve Jobs biography this Christmas, as did Mark Ritson it seems. After filing his latest column, Ritson later emailed me to emphasise the point relating to Jobs that he makes in the piece. In his email he wrote: “Jobs referred to himself continuously as a marketer. […]


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