Supermarket chain, ASDA's back to school instore marketing campaign has been created by Leeds based agency, Gratterpalm.

This is the second year that the agency has been tasked with leading ASDA's back to school advertising, as the client looks to strengthen on its credentials in the area and take it to the top of the marketplace as leader.

Gratterpalm drove its campaign by age rather than gender using specific campaigns, while it created the strapline, 'School Shop' which has also been extended to the George and Living stores.

Steph Hughes, events POS manager at ASDA, said: “Gratterpalm has developed a really customer-friendly campaign for 2008, with a consistent and recognisable creative running across the whole store. It not only puts real emphasis on value, which is vital in the current economic climate, but also highlights quality and flags up some of our fantastic ‘hero lines’.”

Gareth Healey, Managing Director at gratterpalm, said: “Our brief was to portray quality messages that also highlight value and encourage consumers to shop for the whole Back-to-School range. The challenge was to ensure the design would sit alongside the value message as well as having the store stand-out needed.”