With our research showing that 87% of Brits say it’s better to meet in real life than on a dating app, and 64% admitting they already have their eye on someone at their local supermarket, we worked with the lovely team at Asda to introduce special red baskets into select stores on Valentine’s Day to help singles signal they are open to chat.
We seeded our red basket story to the press in the week leading up to Valentine’s Day and love was immediately in the air. In just over 48 hours we’d already achieved over 100 pieces of coverage, featuring in national and regional titles such as The Sun, Metro, Express, Mirror and Daily Record, plus consumer titles like OK! and Trend Hunter.
We also achieved an incredible 40+ broadcast hits, including segments on This Morning and Lorraine, BBC radio and Capital.
Meanwhile, our Creator Hub partnered with the perfect content creator in Sophie Jones, who armed herself with a red basket and went to find a husband in Asda. Her single post alone generated 4 million organic impressions and over 230k engagements in the first two days, with an additional 170k organic shares via Instagram!
With more Reddit posts and TikTok memes than you can shake a basket at, the idea exploded on social. One Facebook post alone achieved more than 50,000 likes, comments and shares, with comments including “Asda’s the new Tinder”, “Forget going on Love Island, Asda is the place to be”, and one of our personal favourites: “I can imagine Hugh Grant charmingly say “do you want to Rollback™ to my place?”
The idea was applauded within the marketing world too, with The Drum highlighting it as one of its favourite Valentine’s Day campaigns, and multiple marketing thought leaders taking to LinkedIn to praise it’s effectiveness.