Asda buys up all ad sites in Standard to lift profile in region

Asda is taking over all ad sites in the Evening Standard this Thursday, the first time the newspaper has agreed to such a deal.

The supermarket will buy all ad sites in the Standard's news, features, diary, TV, columnist and sports sections.

Creative, through Publicis, is tailored to each section with various executions for food, fashion and grooming products running alongside the most appropriate editorial.

The deal, which was brokered by Asda's media agency, Carat, is part of a drive to raise the profile of the supermarket across London and the south-east and promote its "Extra Special Range".

Other activity in the £1.5 million campaign includes a radio promotion on Heart FM and other press advertising. There will also be some outdoor advertising and the Asda customer title will be given away as part of the Evening Standard package.

Advertising will run in the Standard for seven weeks following the initial one-day "hijack" of its advertising sites.

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