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Asda’s green film both worthwhile and canny

Posted in Media, Marketing, Latest reporters' blogs, Russell Parsons May 6th, 2008 by Russell Parsons

With green consumerism showing no signs of slowing down, the ever more environmentally conscience UK population are increasingly looking for products which are organic, freerange, contain no additives or preservatives etc and have no pejorative effect on mother earth in the slightest.

The influence of such a shift in consumer requirements is not just limited to the manufactures of FMCGs, it is all pervasive and means those selling the products, namely supermarkets, also have to sharpen up their act, both for the good of the planet and their bottom-line.

Asda, which has been cannier than most in its campaigning, its call to decrease VAT on 100 per cent fruit juices and smoothies one recent example, has launched a new 30 minute documentary in a bid to highlight its efforts to tackle waste, cut packaging and source more sustainable products.

The supermarket has been quick to realise that an ever growing band of consumers are no longer solely concerned with price, they demand to know how ethical the establishment they are handing over their hard-earned to is.

The documentary aims to reach opinion formers such as Greenpeace and Friends of the Earth, as well as government departments and MPs and will also be used as an internal communications tool, targeting the Asda workforce.

This is a worthwhile exercise which shows Asda is as serious about its responsibilities as it is establishing its green credentials in the minds of current and prospective customers.

And, as news of the film will undoubtedly filter down to shoppers, it will act as a fine marketing tool, positioning Asda in the minds of the green consumer as a campaigning, good corporate citizen. 

A win for both the planet and the balance sheet.
 

To read the related news story click here!