Asda is set to launch a double decker bus activation to tour various stores during the run up to King Charles III coronation.
Running for three consective weekends from 21 April the bus will be wrapped in white, purple and gold, and decorated with branded bunting to generate excitement in stores.
Guests will be offered curated food and beverages by Diageo, PepsiCo, Unilever, Heineken and Asda Wines as part of the Big 4 grocer’s coronation campaign, which is rolling out in partnership with events and experiential agency, Hyphen.
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The upper deck of the bus will feature a throne and a crown where shoppers can pose for photos, with the experience also continuing outside, with branded deck chairs, tables, flags and cafe barriers.
“The King’s Coronation is a monumental moment in UK history, and Asda sought to recognise this event in a meaningful way, which would also – and importantly – resonate with our valued customers and provide a great opportunity for our brand sponsors to be a part of,” Asda events, Dawn Spencer-Reid said.
“We looked to our partners at Hyphen to bring our vision to life, and they exceeded our expectations once again. With its range of experiences and touchpoints, the double decker coronation bus and associated activity is sure to inject some fun into shoppers’ day and get them in the celebratory spirit in the lead up to the King’s Coronation.”
Hyphen account director, Nicola French added: “We’re honoured to be supporting the Asda team as they recognise the King’s Coronation, through ideation and production of the double decker coronation bus concept, which our team will be bringing to shoppers throughout late April and into May.
“From fun games and product tastings galore, there’s bound to be something for any and every guest to enjoy.”
