Growing category love at ASDA


Packaged world food is a key category for ASDA – a staple for the core ASDA family shopper. Our challenge was to find an optimum strategy which would also add to the total brand experience. 


In-the-moment research was critical – ensuring we revealed real-life category usage plus the high/lows of the experience. This involved in-home ethnography, in-store observations, accompanied shopping trips, plus a large-scale quantitative study to ensure the £-value opportunities could be established.


Insights informed a wide range of category decisions from fixture layout to pack design – putting shopper needs and behaviour at the forefront of decision-making.