Yesterday we discussed the merits of locals in Penzance donning pirate outfits to try and break a world record so we thought today’s blog should also carry a fancy dress theme. As the battle between Britain’s leading supermarkets intensifies ASDA has created a new cartoon character to spearhead its latest advertising campaign. ‘Gavin the Gnome’, wearing his green mankini and flip-flops, is to be the star of Asda’s latest TV ad campaign which aims to highlight the differences between the Yorkshire-based retailer compared with its competitors.
The television commercial, which first aired on our screens over the bank holiday weekend, opens with three garden gnomes fishing in a pond representing the supermarket’s three biggest competitors. Asda notes how all three promise to match each other on price before introducing Gavin who floats across the pond on a lilo to highlight that Asda beats prices.
Commenting on the ad Steve Smith, Asda’s chief customer officer said: “We thought we’d hit a high with a disco dancing chick for Easter but we’ve loved bringing Gavin into the Asda family. He’s cool as a cucumber and we think he’s going to do a great job of communicating a serious message – that Asda will beat not match prices – in a really unique and fun way.”
Asda’s cheeky campaign will probably be a big hit with consumers but won’t come cheap. If you are more in need of B2B PR and marketing you might be wondering how you can similarly connect with your audiences without burning a big hole in your pocket. The answer is Natural PR. Natural PR is about spending less time and money fabricating stories, stunts and content and more time foraging in the corridors and corners of your organisation for the real stuff. It’s these natural stories that scream brand authenticity and shout audience engagement from the rooftops.
PR is much more cost effective than advertising and arguably delivers more compelling results. By securing unbiased editorial in B2B trade publications, regional newspapers and national broadsheets, readers and your customers are more likely to take note of what is being written about your business more so than they would trust your advertising.
Struggling for inspiration? Natural PR is what we do every day but in our helpful guide we’ve given you six common sources to get you thinking. Why not download our Natural PR Guide here and before you know it you’ll enjoy Skouting for stories as much as we do!