Challenge

If ever there was a need to escape into Christmas, 2022 was it. So, while other retailers worried about prices, ASDA wanted to do things differently. What the nation really needed was a reason to smile. As the nation's favourite supermarket, we've long been known for bringing smiles to the table - but this year, how could we bring much needed joy to homes everywhere too?

Solution

From delicious festive food to silly jumpers and dancing Christmas gnomes, nobody loves Christmas more than ASDA. Well, nobody except Buddy the Elf. So who better to hire for a very special Christmas shift at ASDA, than the star of the nation's favourite Christmas film? We set out to fill the nation's hearts as well as their bellies.

Working with Warner Brothers we took the original footage of Elf and created an entirely new storyline set in an ASDA store, using his exact dialogue and action from the film. Beginning with a recruitment campaign online and in the press. we built up the anticipation of a verv different Christmas colleague coming to ASDA, before launching our ad to the nation. Our Elf partnership grew throughout the store and beyond, from 'Have Your Elf a Merry Christmas' jumpers to Candy Cane sausage rolls and giant Elf hats on ASDA store signs. Elf-yourself stations in-store and our Elf recipe book of quality ingredients carried the idea throughout the festive season.