News & Insights



Tags: Asda, CPM News, Roadshows, Brand Ambassadors, Sampling, Experiential, FMCG

UK Supermarket chain Asda has taken to the road, treating shoppers in five city centre locations around the country to a magical Après Ski lodge experience.

Customers are being invited to step inside The Lodge and be transported to a welcoming cabin in the snowy mountains, decked with vintage skis, sledges, Christmas trees and twinkling lights.  Brand ambassadors wearing George fairisle jumpers are offering tastings of key Christmas quality lines.

The Lodge began its nationwide tour on 20 November spending three days in Newcastle’s Northumberland Street.  The journey continues its visits to prime areas of high footfall in Leeds, Sheffield and Bristol, before finishing in Glasgow’s Argyle Street from 10-13 December.

The roadshow, devised by CPM UK, aims to reinforce loyalty of Asda’s primary customers and increase conversion rates of secondaries through a quality Christmas experience that includes on-site chefs serving hot seasonal food.

Over the 19-day roadshow CPM UK will be sampling hero lines and key products, supporting Asda’s quality offer - showcasing inspiring recipe ideas such as: ES Maple Smoked Salmon with Beetroot & Radish bites and ES Red Velvet Yule.

Asda spokesperson Helen Carling, Senior Manager on In Store Activation, said: “We are really excited to take our product out to customers to showcase Asda quality through Extra Special. We are confident that the sampling engagements and opportunities to see will showcase our great range this Christmas.  All of the chosen locations are major city centre locations which have a large Asda store presence so customers can easily go and explore more. “

CPM UK will be using Wi-Fi technology to track footfall and dwell time at each location, and will then track EPOS sales of all key lines at the relevant Asda stores.

Event agency Momentum Worldwide, which earlier this year produced Asda’s Christmas in July press show, has partnered with CPM UK in creating a look and feel that blended the quality of Asda’s Extra Special range with the #becauseitschristmas TV campaign. 

The roadshow is being promoted on social media via the hashtag #becauseitschristmas, which is prominently displayed on brand ambassador uniforms and in the Lodge’s interior decor. 

Momentum’s involvement has also led to the inclusion of a retailtainment element – a photo opportunity and prize draw.  Customers are encouraged to dress up in winter props and upload their photo to social media, to receive a free print when using the hashtag.


Earlier this year CPM UK helped Asda share its 50th birthday celebrations with communities around the country via the #cakemyday campaign.  The Christmas Quality roadshow is attracting massive customer interest and is set to achieve similar levels of success.


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