Goals and objectives
Asda aimed to drive awareness and engagement around its Ramadan product range by offering value-led, culturally relevant meal inspiration tailored to British Muslim families. The campaign sought to maximise budget efficiency by repurposing existing editorial content into a native partnership. Additionally, the strategy focused on leveraging targeted native advertising to amplify reach and engagement during the Ramadan season.
Surprising Insights
One unexpected insight was the early engagement with Ramadan-related content. Users began searching for meal ideas and shopping for essentials weeks before Ramadan officially began. This behaviour suggests that future campaigns should launch earlier, offering early access to products and content to capitalise on this pre-season interest and ensure Asda remains top-of-mind during the preparation phase.