The Sauce – 04/06/2024

Welcome to ‘The Sauce’ – your weekly dollop of marketing news.

By Ashleigh Morris, our Content and Comms Lead.

Welcome to ‘The Sauce’ – your dollop of marketing news from the past week.

This week we’re talking about Asda’s rebrand, Zoopla’s hyper-localised ads, and TFL’s summer cycling campaign.

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Asda Launches Brand Refresh

Last month, Asda launched its new brand identity, to coincide with its 2024 summer campaign, ‘Serious About Summer’.

The retailer, which is the third largest supermarket chain in the UK, launched a new look and feel created by creative agency Havas London.

The summer campaign will feature across TV, social, CRM, in press and on the Asda website, and will be the first chance for customers to check out the new look.

The new brand identity features an updated logo, with a new, darker green shade which will be used alongside the existing lighter green the brand is known for. There are also changes to the tone of voice which becomes more ‘playful’. It’s all accompanied by a new strapline – Asda, that’s more like it.

The new look also features a range of fun ‘stickers’ which will be used to help customers to identify offers, price drops and quality.

The reveal follows extensive customer research, taking into account how customers see Asda, what they love, and how the brand needs to regain its individuality.

We love Asda’s new look and it seems to have hit the spot with consumers too, with customers giving positive feedback on social media.

What do we like about it? The new look feels fresh and modern, but still stays true to the brand’s heritage; the tone of voice gives the brand the opportunity to stand out from the competition and have fun with their copy; and the ‘stickers’ help customers identify what they need and have a fun ‘social media’ feel to them to attract a younger audience.

But most of all… we love how Asda generated their new identity after receiving and listening to extensive customer feedback – now that’s more like it.

The new look feels fresh and modern, but still stays true to the brand’s heritage.

Property Portal Powers Up Marketing Spend

Property portal Zoopla is increasing its marketing spend by more than 40% and focusing on localised marketing in the lead up to summer.

As part of this, a new eight-week campaign has been designed to support estate agents during the peak summer selling months.

Zoopla aims for 12 million consumers to see its targeted content over the summer via a cross-platform campaign across TV, VOD, YouTube, OOH, CRM, local radio, Zoopla taxis, and social media, including big events such as Euro 2024 and the FA Cup final.

Key to the campaign is a hyper-localised email marketing campaign which aims to reach nearly two million people per month and is supported by the use of AI. The business has been using AI to great success, creating nearly 400 local market reports tailored to each user’s desired location. The emails have achieved high engagement rates and drive an extra 100,000 users to the Zoopla website.

Our strategy director James said, “Zoopla knows what they’re doing when it comes to marketing! From a boost in spend to the timing around key moving months, and the use of AI, customer insights and hyper-localisation, this ticks all the boxes.

“We’re seeing more businesses experiment with the use of AI in their marketing, and it’s interesting to see the results Zoopla has had so far. I’m looking forward to seeing the results of this latest campaign.”

We’re seeing more businesses experiment with the use of AI in their marketing, and it’s interesting to see the results Zoopla has had so far.

The Summer Commute… On Your Bike!

Transport for London (TfL) has launched a new integrated campaign to encourage more Londoners to get on their bikes this summer.

Created with agencies VCCP and Wavemaker, the ‘Cycle Sundays’ campaign highlights over 60 leisure cycling routes via a partnership with Strava.

It features photography from London-based photographer Nico Froelhich and engaging summery visuals. The cross-platform campaign will take pride of place on TfL’s impressive OOH placements and is supported by social media content on Meta and TikTok, encouraging Londoners to share their own #CycleSundays experiences.

The campaign aims to steer the perception of cycling in London away from ‘busy roads and lycra’ and into an enjoyable weekend cycle.

Our social media expert Sapna said, “There is a great sense of community among cyclists, which TfL has tapped into with this campaign. Encouraging social sharing and incorporating Strava adds to that level of sharing and community, through platforms that dedicated cyclists will already be using on a regular basis. TfL has the perfect platform to support their content via their own extensive network of billboards.”

A summer breeze instead of a sweaty Tube journey? Count us in!

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