Born Social Appointed as Asda's Social Agency of Record

Born Social, the full-service social agency, has been appointed to lead the social strategy across the Asda brand portfolio, including George at Asda, as their retained social agency. 

Born Social will be working with Asda’s expert in-house team to build and execute its social media marketing strategy, encompassing real-time content creation and community engagement, campaign production, influencer marketing, measurement, and reporting. This will be a collaborative process, working with the internal Asda social team to deliver the brand’s goal of social transformation as the retailer looks to drive its individuality and brand personality in the market.

Born Social will work alongside the Asda team to build on the retailer’s established heritage and brand personality across its digital ecosystem. Social will be central to building fame through engaging content and headline campaigns, and creating fandom through a deep understanding of their customer and passion around products. It follows Asda’s business ambition to embed social and creative excellence at the core of the brand’s marketing strategy, further cementing the supermarket’s positioning as the go-to supermarket for choice and value. 

Annie Stevenson, senior director of social transformation at Asda, commented, “Our social platforms are essential for Asda to communicate our products and services – but critically, to showcase our personality, connect with existing and potential customers, and to understand how they feel about us as a brand. Born Social clearly understood the strategic imperative to deliver engaging, personality rich content which they underpin with relevant data insights that allow us to envision our audiences even better".

Ben Tyson, CEO at Born Social, commented, “Asda is one of Britain's most iconic retailers that has always put community, value, and quality, at the heart of their business. We are so excited to partner with them on this next phase of their brand evolution, leading their social transformation. Putting social at the beating heart of its marketing strategy, and reimagining Asda's community-first values across the online ecosystem.”