WHEN ASDA UNCOUPLED FROM WALMART AFTER TWO-DECADES OF OWNERSHIP THEY EMBARKED ON AN AMBITIOUS TRANSFORMATION PROGRAMME CALLED FUTURE. 

Having worked with Asda for a number of years, they asked us to support them in communicating this change programme and their new strategic narrative to 145,000 colleagues. 

Our brief was to help colleagues understand and believe in what Asda’s future journey looks like and how they can contribute to a shared vision. Together, we delivered a multi-channel programme, segmented across their diverse audience groups and locations.

Once we had raised awareness of the Future transformation programme we needed to encourage a deeper understanding from colleagues of the roadmap ahead. We helped Asda launch an ambassador network called Change Champions. We developed the creative identity, training resources and cascade materials for these new Champions to have meaningful conversations with colleagues about the role they can play in Future’s success.

We guided Asda’s Learning & Development team to explore what type of knowledge, skills and behaviours are needed to successfully deliver the Future programme. Asda colleagues had previously experienced a confusing and fragmented Learning & Development offer. Listening carefully to colleagues we relaunched with an overarching brand positioning called 'Asda Talent Hub'.

We developed the launch campaign to raise awareness and drive engagement with the wide range of opportunities available. Our insight also enabled us to provide recommendations for how Asda can continue to develop the most talented team in retail.