Interviews, insight & analysis on digital media & marketing

Asda links up with The Sun to target value-conscious shoppers

Asda has partnered with The Sun on a 14-week campaign targeting value-conscious shoppers through the newsbrand’s Money content.

The campaign, brokered by media agency Spark Foundry, is leveraging The Sun’s first-party data via News UK’s data platform, Nucleus, to target grocery shoppers who desire strong value and quality.

“Our extensive first-party data highlights just how engaged our community has been with Sun Money content ever since the cost-of-living crisis unfolded. Whilst that conversation has evolved, our community still expects access to the best value and highest quality products,” said Owen Griffiths, Commercial Director at The Sun. “The IPA says that combining print with digital delivers 3.5 times the uplift of a single channel, this campaign will help Asda to leverage that multiplier to deliver engagement and results.  We are thrilled to be partnering with Asda to deliver this campaign.”

As part of the partnership, section has been branded with ‘in association with Asda, and a print feature titled ‘Sun Money Extra’ is being produced with the Asda brand. There will also be targeted display activity online and in print.

“Asda is delighted to be working with The Sun on this four-month Sun Money tenancy, ensuring the main shopper audience knows how to make their pound work harder and get great value at Asda,” said Jaswinder Sandhu, Head of Media at Asda. “Collaborating to create content through a new feature that is in keeping with The Sun’s tone-of-voice, whilst aligning with Asda’s Summer campaign messages, this highly engaging editorial feature puts Asda front-of-mind with money-savvy value-seekers. The use of Nucleus platform data in identifying where those audiences are, has also been central to creating our Sun Money partnership.”

*News UK is a client of Bluestripe Communications, owned by Bluestripe Group, publisher of NDA