ASDA – Bake the Bear 2009
Agency name: Savvy Marketing Client name: ASDA Stores Ltd Category: Cause or Charity/Non Profit Campaigns
BACKGROUND
There were strong indications that the recession would affect ASDA’s fund raising ambitions as charitable donations dropped by 25% as a sector (source CAFOD survey 2009). Asda needed to give shoppers ways to get involved in Children In Need that were not just a bald call for cash.
Asda knew home baking was enjoying a revival (sales of aprons in ASDA up 7.5%) and parents were looking for ways to entertain the kids...