Hearst wins Asda content account

Hearst Magazines UK, the publisher of Good Housekeeping, Cosmopolitan, Harper’s Bazaar and Esquire, has won the content account for supermarket retailer Asda.

Bringing an end to Asda’s 16-year relationship with Publicis Blueprint, the long-term strategic partnership will see Hearst produce bespoke content for Asda, including its customer magazine, which is distributed to over 1.9 million readers, as well as for its digital offerings, social media and events.

Hearst is currently working with Asda on #fashionunexpected, a cross-platform campaign to drive awareness of George at Asda’s fashion offering for women. The campaign is centered around an editorial hub – www.fashionunexpected.co.uk – which is populated by four participating Hearst brands and will run until the end of the year.

“Hearst produces exceptional content across its brands which reach one in three women and one in four adults,” said the publisher’s group commercial director, Ella Dolphin.

“We know where audiences are, what they want to consume and how they want to engage. We are delighted to be working with Asda as we develop engaging and motivating content for the Asda customer base and beyond, via the channels that suit them.”