Asda for Business

Feeding little mouths - Free School Meals

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Getting food vouchers directly into the hands of families meant a direct campaign.

Like our client, who’ve always championed better value for families, we feel very strongly about the free school meals program:

  • Families—and especially children—should have access to a healthy diet
  • Children’s potential should not be held back due to lack of a good diet
  • Schools should have more control over how their FSM allocation is spent

We also felt it was vital to keep the free school meals issue at the top of the agenda.


Asda’s objective was to get food vouchers directly into the hands of the parents with children who needed them, ensuring they received the full financial benefit.

To do this, the plan was to build a direct relationship with schools, thereby removing third party distributors and private catering companies from the process. 

To achieve this, Asda set a goal of working with 250 schools, either directly or via the local education authority.


Working with Asda, we created a Free School Meals campaign, which targeted Head Teachers, Teachers and Finance Managers within primary and secondary schools in England and Wales. 

Our messaging also tapped into the media stories—and the resulting social media furore—about the poor quality of food parcels some parents were receiving, whilst many private catering companies profiteered from the government scheme. 

We had to think about the most practical and cost effective ways we could reach them and build engagement in a digital space.


The campaign was a massive success and saw Asda help more families than any other supermarket.

Working with Asda we were able to attribute new applications for 562 new schools and colleges back to our activity vs a campaign target of 250.

In addition to that, they also opened accounts with 52 new local education authorities and local government organisations.

Nearly all channels out performed any previous activity including:

Email open rates of 20.21% vs a previous Asda Business average of just over 4%

Paid media generated over 8 million impressions


At a time when there was a lot of negative news and indeed experiences, around free school meals providers, this campaign was responsible for getting more value into the hands of more families that needed help the most.

Commercially speaking, we helped our client smash its acquisition target by almost 125%, whilst additionally acquiring 52 LEAs and Govt organisations as new customers on the back of this campaign.

On a more human level in terms of support and communication, the campaign helped to strengthen relationships between more schools and LEAs directly with families that needed support.

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