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Worlds collide: retail media melds with trad media as Asda and The Sun join forces

Asda has partnered with The Sun in an exclusive 14-week campaign that will see Asda produce content and advertising on The Sun’s digital properties that aim to target the overlap in audience that each shares first party data on. The move aims to drive shoppers to Asda to buy and to the Sun for financial information on what to buy

Brokered by media agency Spark Foundry, the campaign targets value-conscious shoppers via the news brand’s Money content. In the face of intensifying competition around value messaging from grocers, the campaign will use The Sun’s rich, first-party data to offer targeted reach of grocery shoppers who emphasise strong value and great quality. 

As part of the partnership, thesun.co.uk/money section, which encompasses retail and personal finance, will be branded ‘in association with Asda’ plus a new print feature ‘Sun Money Extra’ will be produced with the Asda brand. There will also be a range of targeted display activity online and in print.

The campaign targeting is based on News UK’s data platform, Nucleus. The platform’s rich, first-party data enabled The Sun to pinpoint desirable audiences, highlighting their engagement with Sun Money where page views are 43% higher, content is read for 23% longer and shared 92% more than average Sun content. This will enable Asda to connect with customers with an interest in quality and value.

Tara Evans, Head of Consumer Content at The Sun, said: “We want to help our readers to save every spare penny when shopping – and this campaign will help them with that mission. Our Money section has seen huge growth during the cost of living conversation and now many are looking for ways to make their finances stretch even further. It’s never been more important to write this type of content.” 

Jaswinder Sandhu, Head of Media at Asda, said: “Asda is delighted to be working with The Sun on this four month Sun Money tenancy, ensuring the main shopper audience knows how to make their pound work harder and get great value at Asda. Collaborating to create content through a new feature that is in keeping with The Sun’s tone-of-voice, whilst aligning with Asda’s Summer campaign messages, this highly engaging editorial feature puts Asda front-of-mind with money-savvy value-seekers. The use of Nucleus platform data in identifying where those audiences are, has also been central to creating our Sun Money partnership.”

Owen Griffiths, Commercial Director, The Sun, adds: “Our extensive first party data highlights just how engaged our community has been with Sun Money content ever since the Cost of Living crisis unfolded. Whilst that conversation has evolved, our community still expects  access to the best value and highest quality products. The IPA says that combining print with digital delivers 3.5 times the uplift of a single channel, this campaign will help Asda to leverage that multiplier to deliver engagement and results.  We are thrilled to be partnering with Asda to deliver this campaign.”

Registration for Retail MediaX remains open.

Asos, John Lewis Partnership, Asda and many more are speaking at this brand new event on 11 June 2024.

For more information about Retail MediaX, held at The Cavendish Conference Centre London, click here.

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