Once a consistent tone of voice for all communications was developed, a pilot scheme was rolled out from August to October 2004 in 14 Asda stores around London’s M25.
Two leaflet styles created by the Team were chosen for the pilot. The first was a straightforward leaflet with clear and concise running text and simple graphics. The second was more sophisticated, with magazine style ‘stories’.
In total, 32 different leaflets were developed in eight different languages and in Braille and audio formats. Each was colour-coded to differentiate issues and clearly indicate the relevant age group. All were clearly marked as free.
‘A delicate balancing act was needed to ensure the look and feel was appropriate,’ says Wilcock. ‘We had to create something that worked well in a commercial environment yet which didn’t appear to be selling something.’
The Team also created a display unit to showcase and distribute the leaflets in-store. These were positioned close to Asda's school uniform displays.
‘We branded this unit - and the area of the store it occupied - the Parent Advice Centre,’ Wilcock explains. ‘We then created Parents' Know How - a product brand uniting all the different pieces of content we had produced. The name was chosen both to be simple and empowering.’
Finally, The Team developed in-store communications drawing attention to the display. These included posters on trolleys, at point of sale and store entrances and exits, plus badges and ‘barkers’ - promotional messages attached to actual supermarket shelves.
