Say ‘Asda’, and in-the-know shoppers across the UK will mentally tap their back pockets, in keeping with the famous ad campaigns. The supermarket’s focus on price and value has made it a national favourite (treasure even!). Asda now employs 143,000 people in more than 350 locations. So, how does it still manage to feel more community than corporate – more us than them?
Read all about it
Words&Pictures began work with Asda in 2007 after being selected to develop a new employee magazine. The two teams have been working together ever since. The campaign developed into key internal communication tools, including two long-running, award-winning and trusted publications – Miles and All About Asda.
Part of the family
In the case of Miles, aimed at Asda’s logistic colleagues, Words&Pictures appointed a former daily newspaper reporter with a nose for a story and an ex-newspaper designer to drive the publication. Feedback from its readers has been unrivalled: the broad appeal of the tabloid strengthens the sense of Asda togetherness and belonging.
The real testimony to Miles’ success is the continued efforts of logistics colleagues to supply stories, dress up for photoshoots and push themselves, or their teams, forward to get into the publication. The editorial team is never short of heart-warming, human, engaging and interesting content.