ASDA
CASE STUDY

 

ABOUT ASDA

Asda is the UK’s third largest supermarket and the most innovative brand in the sector. With a diverse range of customers and 24-hour shifts, Asda wanted to develop a more engaging and inspiring use of its Asda Radio channel.

In early 2019, Mood was appointed to the nationwide rollout of the new station, designed to reinvigorate the shopping experience for both Asda’s customers and colleagues.

THE APPROACH

Asda Radio station, which launched in February 2019, can be heard across more than 600 stores nationwide and plays two pre-recorded shows daily, from 10:00–14:00 and 15:00–19:00. The morning show is presented by former Heart FM host and current Magic FM presenter Nick Snaith, with Virgin Radio’s Amy Voce taking over for the later slot.

There is also an overnight and Friday afternoon slot hosted by Capital Liverpool’s Drivetime Show presenter Graeme Smith, aimed at keeping colleagues entertained throughout the night. Colleague engagement and input will play a key part in the new station, with Friday takeovers by a different store each week, including requests, shout-outs and ‘rollback’ shows.

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