Asda hands over trolley sponsorship

by Fiona Ramsay Media Week 16-May-08, 14:44

LONDON - Asda has appointed Sales Activation Solutions to manage its trolley advertising and trolley bay sponsorship, taking over the contract from incumbent Redbus.

Starting in July, SAS will take on trolley advertising for Asda suppliers to help build awareness and drive sales in-store.

Asda said that over the coming months, it would be trialling new trolley advertising formats.

Lee Behan, sales director at SAS, said it wanted to generate increased awareness of brands, while encouraging bigger purchases in Asda stores.

Asda last month awarded its consolidated affiliate marketing contract to buy.at, the ad network acquired by AOL last month. The contract is designed to increase sales at asda.co.uk covering electricals, books, DVDs, mobile phones, clothes and groceries.