Asda is set to unveil a new experiential football World Cup activation, which will travel to various stores across the UK and features the likes of Budweiser, Coca-Cola and Lynx.

Launching from 17 to 27 June, the Bring It Home activation features an immersive football experience with a large-scale players’ tunnel, crowd noise, lighting and live actors which are designed to recreate a stadium pitch.

Additionally, Asda’s official brand partners will be participating in the live installation to create a multi-sensory and multi-brand marketing activation.

Coca-Cola is set to bring a peel-to-reveal game, Lynx will host a locker room-style fragrance experience and Budweiser will offer a 0 per cent sampling bar.

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As part of the activation, there will also be commentators, press-style photo areas and a “coach” character to create a sense of theatre.

The move aims to lean into immersive, experience-led retail marketing which boosts sales and leverages a cultural moment which has shoppers’ attention.

Asda’s goal is to frame the store visit as an integral part within the football tournament, as over half of UK shoppers are planning to get involved.

This activation was created in collaboration with experiences agency Hyphen to transform the weekly shop for consumers.