The Brief

Asda is in the midst of a #FoodRevolution, with thousands of products improved to ensure Asda's food tastes the very best. And to show shoppers just how tasty, it benchmarked a number of products against the UK ‘posh shops’, namely Harrods, Fortnum & Mason, Selfridges and Harvey Nichols, and submitted them for Cambridge Taste Testing against rival products. We were briefed to come up with a multi-channel campaign that heroed these products as well as demonstrated the quality of Asda's food and drink across the board.

The Big Idea

#FoodTok has become huge on social media, with consumers frequently turning to foodie creators for high-quality recipe and meal inspiration. So what better way to champion the quality of Asda’s food and drink than to lean into the expertise and influence of these creators and do so by creating a content house completely and utterly dedicated to food…

That’s why we created the first-ever supermarket TikTok House. A place where five foodie creators lived together for a week, creating delicious recipe content using a variety of quality Asda ingredients throughout their stay. On top of this, the house was decked out with George kitchen and homeware, to showcase Asda products across all categories.

Across the six-day event, influencers were set a series of cooking challenges, invited to take part in product taste tests and enjoyed a range of chef-prepared banquets – resulting in a combination of contracted and organic content. The activity was also sold into media as a first-of-its-kind activation – Asda being the first supermarket to launch a content house in the UK.

The Results

The Asda FoodTok house resulted in over 100 pieces of content, 88 of which were organic and 24 contracted. The campaign reached more than 2 million people on social media, without paid spend and resulted in almost 200,000 engagements. One of the creators' posts showcasing dumplings created with Asda ingredients achieved an engagement rate of 38%, with an average engagement rate of 10% across the campaign. The campaign also got picked up in UK media in titles such as Independent and The Grocer, demonstrating its ability to work across different channels.