Asda social campaign helps mums to entertain kids

Photos taken by mums of their kids form the basis of an integrated digital campaign for supermarket Asda, that encourages families to take part in money-saving summer activities and share them via social media.

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Ideas for activities include making Angry Birds water bombs, Play-Doh dinosaurs and ice-cream burgers – the ingredients and components for which can be ordered via asda.com.

Users can send in photos, some of which will feature in the marketing campaign. The activities have been devised by agency Work Club, Asda and a panel of mums, and can be accessed socially via the hashtag #savesummer. There are a number of ideas live at the moment, but Asda says others are in waiting", some weather-related and others "perhaps royally inspired".

Client: Asda

Brand: Asda.com

Agency: Work Club

Creatives: Anna Rose Kerr, Simon Cheadle