Retailtainment

Recognising that 'back to school' retail marketing campaigns can be a downbeat experience for kids on summer holiday shopping trips, Asda has launched an innovative in-store marketing campaign to make the experience more interesting.

'Retailtainment' currently on show in stores includes seaside style picture board units which junior shoppers can poke their heads through to appear with the body of who they want to be when they grow up.

Different characters will be appearing during the campaign, and supercentre units will have interchangeable panels. There will also be activity units in supercentres where kids and parents can interactively experience brands connected with the featured occupation of the week.