How could we inspire Asda’s customer base during lockdown to try out new recipes and products, while reinforcing Asda’s brand promise to help customers save money, live better?
With lockdown impacting Asda’s audience’s cooking and eating habits, we relaunched our video output, switching longer-form video how-tos for short, snappy recipe videos that focussed on the indulgent foods that were trending online.
Without access to studios, our video producer established a Covid and cost-effective approach to shoot these videos at home. The first video, a nostalgic White Chocolate Rocky Road, received 75k organic views, with record-breaking engagement of 5.2%. It was clearly content the Asda customer base craved, so we made room in our monthly plans to run 4+ ‘comfort food’ videos a month.
Staying up-to-date with the latest foodie crazes, particularly on TikTok, meant we could offer something new and exciting to our audience. From a banana bread recipe that reached 86k impressions to our most recent success story, a pizza-inspired version of TikTok’s Tortilla Wrap Hack we super-served our audience with content to capture their imagination whilst confined at home.
We also created a series of Instagram Lives, kicking off with barbecue chef Christian Stevenson aka DJ BBQ, to help customers make the most of their early lockdown. In addition, we capitalised on the launch of Instagram Reels, which meant we were able to push product-based recipe content beyond our follower reach. Our first Reel, a how-to video of a Kinder Bueno Milkshake recipe received 65.2k Reel views.
To support Asda’s relaunch of its value proposition, ‘That’s Asda Price’ we maintained a steady drumbeat of value posts across the feed each month. Including weekly recipes for under £1 per serving, bi-monthly recipe videos from budget-chef Mimi Harrison aka Beat the Budget, and using our comfort food videos to highlight key products and price points. This product and price content is as entertaining as it is informative – a strategy that’s paid off, with price-marked content continuing to perform highly.
‘Best Use of Social’ Bronze Award Winners at the CMAs
Follower growth of 91,000 since May 2020
32 comfort food videos published with a combined reach of 1.9 million
15 Instagram Reels published with a total of 1.2 million views
Recording-breaking engagement: 5.2% White Chocolate Rocky Road
Best performing video: Pizza Tortilla Wrap Hack Reel (218k views)