Mail Metro Media has announced it teamed up with Asda on an experiential competition, bringing the ‘Asda Price’ to life at one of London’s busiest transport hubs.
The Asda Check-Out Challenge brought the nostalgic fun of Saturday night TV game shows to King’s Cross station, added Mail Metro Media, with the supermarket staging a ‘Generation Game’ style competition for the capital’s commuters and offering a first prize of £1,000 in Asda vouchers.
Evoking a fun game show format, the conveyor belt challenge saw a progression of fun, supersized and regular Asda products, each with its ‘Asda Price’ prominently displayed, Mail Metro Media continued. Hosted by presenter Jenny Scott, players were challenged to memorise the objects and their ‘Asda Price’, with participants’ names added to a leaderboard. The top five fastest times for the morning and afternoon won Asda vouchers, with additional spot prizes given out throughout the day.
Mail Metro Media says this engaging experiential competition marks a first for them, taking the lead in organising a live activation at one of London’s busiest transport hubs. The concept was developed in close collaboration with Asda and agency Spark Foundry.
Scarlett Stansall, senior agency partnership specialist, Mail Metro Media, said: “’That’s Asda Price’ is a slogan with real resonance in people’s lives. Being able to tap into this connection and adding an element of gameshow fun to proceedings has been a genuine pleasure. It complements our existing content for the supermarket perfectly, while providing an unexpected and welcome boost for our winners’ pockets.”
The activation is supported by wider ‘Rollback to Asda Price’ partnership activity. Creative is running across September and October, including a front-page Metro billboard placement, and a series of social video stories, reinforcing the fame of ‘That’s Asda Price’ and the supermarket’s product prices overall. Content will also extend across Asda’s Daily Mail Family Matters TikTok channel.
Pippa Prain, senior director, brand communications, Asda, said: “‘Rollback to Asda Price’ reinforces our commitment to delivering the best possible value to hard-working families across the country. We’re proud to work with Mail Metro Media to deliver a fantastic competition event which brings our mission and personality to life. This is a real crowd pleaser for our audiences and compelling storytelling for our content channels, evoking those cherished Saturday evening TV shared family moments.”
Sophia Bates, managing partner, Spark Foundry, said: “We’re proud to have played a central role in Asda’s partnership with Mail Metro Media. From the outset, the collaboration has focused on positioning Asda and George as a one-stop shop for families, delivering engaging content across social video and premium media placements. By combining product integration with brand-led storytelling, we’ve reinforced Asda’s value with the right audiences. The King’s Cross activity is just one example of the activations we’ve helped deliver since April."
The competition content also ran across Asda’s own social media channels, maximising the reach of the game show mechanic and underlining Asda’s undeniable value for the weekly shop.
Mail Metro Media says it worked with project managers We Are Inspired and Cod Steaks, the design and build specialists behind many of the Harry Potter film sets, to build a bespoke Asda-branded conveyor belt and game show set to stage the competition for commuters in the bustling King’s Cross ticket hall.
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