Leveraging Scale with P&G
The Setting
When Children in Need became ASDA's new corporate charity focus, I saw an opportunity to transform P&G's previous charity partnership approach into something much bigger.
Tasked with transitioning from Tickled Pink to Children in Need, I needed to coordinate 35+ P&G brands—a massive step up from the 15 brands involved in previous campaigns.
The Challenge
I faced three critical obstacles to success:
1. Scale Complexity
Coordinating 35+ different brands with varying package sizes, equity considerations, and marketing priorities
2. Commercial Risk Management Committing to significant production investments months in advance (with tooling half a year out) while ensuring commercial terms wouldn't change and deliver a negative ROI
3. Execution Excellence
Ensuring flawless implementation across all ASDA stores with consistent branding and messaging
The Approach:
1. Measure: Finding What Actually Works
What I Delivered:
Performance Analysis: Reviewed prior year sales results to set ambitious yet achievable targets for both P&G and ASDA
Business Modelling: Quantified the opportunity cost of non-participation, securing buy-in from brand teams who might otherwise have resisted packaging redesigns
Brand Analysis: Evaluated all 35+ brands to determine the right packaging approach for each (special artwork, stickers, or custom packs)
Business Impact:
The data-driven approach created a clear win-win scenario that aligned multiple stakeholders behind a shared vision of success, making the business case irresistible for even the most reluctant brand teams.
2. Simplify: Creating a Unified Strategy
What I Delivered:
Shopper Insights: Utilised a 5p donation mechanic per pack, helping time-pressed mothers support Children in Need in a simple, convenient way
Strategic Partnership Framework: Worked with my MD to develop attractive commercial terms for ASDA including an unprecedented £500k donation mechanic
One-Stop Shop Solution: Developed simple packaging and point of sale to ensure P&G brand would stand out in-store whilst streamlining execution for Asda
Business Impact:
By leveraging P&G's breadth of brands, we were singlehandedly able to offer an entire event for ASDA shoppers without any additional supplier involvement. Tiered commercial incentives, helped secure top-to-top commitment from ASDA's lead buying director, providing the long-term stability needed for such a large-scale investment
3. Amplify: Maximizing In-Store Impact
What I Delivered:
Expanded Display Presence: Secured 10 incremental gondola ends plus side stacks beyond previous year's allocation across all ASDA stores
Cross-Category Consumer Journey: Created a shopping experience that encouraged basket-building across multiple P&G categories
Shopper Engagement Strategy: Created compelling in-store experiences that built emotional connections with the Children in Need campaign
Business Impact:
The amplification strategy transformed a regular day at the supermarket for Asda shoppers into a comprehensive retail event that captured shopper attention and drove significant incremental purchases.
The Results:
Incremental Revenue: Generated £10M in additional sales for P&G, and over £18M in sales for Asda
Charity Contribution: Raised over £500,000 for Children in Need, helping ASDA exceed their committed fundraising goal
Display Dominance: Secured unprecedented retail space across the ASDA estate
Partnership Value: Established a new model for multi-branded events serving as a template for future campaigns