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How Asda Magazine drove footfall with lifestyle content

How Asda Magazine drove footfall with lifestyle content

The Brief

As one of the UK’s leading supermarkets, Asda’s challenge is twofold: drive footfall and increase perceptions of fresh and quality - portrayed through the brand promise: “Saving you money every day”.

The Challenge

With print and paper costs soaring, how could Asda reach more – and potentially new – customers to deliver against the brief?

The Insight

Asda Magazine fulfills the highest expectations a reader has for any woman’s monthly magazine, even more so in a year of economic stress. The key messages running through the content are quality, accessibility, affordability and "achievability". To offer an enhanced experience, in HTML was re-launched in February 2010.

Asda Magazine is the UK’s most read women’s monthly* with over 5.7million readers** per month.
With 126,176*** monthly visits and six minute*** average read time, the online edition has evolved into a top-rating site in its own right, providing daily updates and exclusive added-value content.
The constantly growing recipe area provides thousands of easy-to-follow affordable meal solutions, making an authoritative online recipe resource that competes with BBC Food and Jamie Oliver in Google rankings.
Other digital output includes weekly enewsletters to 141,136 subscribers, plus banner ad creation.


The core mission of any visit to Asda is the weekly shop, so we’ve made food content the mainstay of the magazine. The food zone delivers something for everyone – around 90% of readers use or intend to use the recipes that are featured. expands the print version with videos, a full directory of recipes, and step-by-steps.

The print and online versions also include fashion and beauty, home and garden, competitions and community and entertainment. Inspiration, advice, tips, updates, and offers can all be found in the magazine, whether in print or on-line.


To support this we took an integrated multi-channel approach and repurposed the magazine’s quality aspriational photography and inspiring content to extend ROI and reach through brochures, supplements and leaflets, websites, press adverts and point-of-sale displays.
Stand-alone brochures include guides to fresh product, meat and poultry, while the original location photography shot for the George Back to School brochure has been widely reused for schoolwear promotional activity.
The Christmas Gift Guide (print and online) increases quality perception and promotes the ‘everything under one roof’ range of gifts available at ASDA.
Other collateral produced and fulfilled as part of the integrated solution includes seasonal product and weekly offers leaflets for insert and door-drop activity.
Last but not least, the ASDA Media Centre team sells advertising in ASDA Magazine. They also work daily with 300+ ASDA suppliers and media agencies to plan and implement thousands of campaigns in over 15 different media channels including national press, magazines, online, radio, instore and outdoor e.g. taking over Wimbledon train station during the tennis tournament to promote ASDA strawberries.


For customers: everyday solution-based content for an easier life at the right price.

For Asda: increased sales and customer loyalty: “the more they read, the more they spend in Asda and the less they spend in the competitive set” (TNS Superpanel). 10% visitor growth per month, with 45% of these being new visitors.

Sources: *ABC **NRS ***Google

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