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What's your flava? A Craig David pizza offer at Asda

Asda recently tasked us with publicising the £2m refresh of its Southampton store and highlighting the store's new offering of a pizza counter. With completion falling around fresher's week, the Southampton store wanted to drive further traffic and engagement of the student demographic in particular. 
Havas noticed that Southampton-born singer Craig David was returning to his home town for concerts at a similar time, so we created a Craig David in pizza form!.
Asda offered the community the chance to have double topping on their pizza for free by saying “better stack cheddar” at the new pizza counter (a line from Craig’s hit song ‘What’s Your Flava’) and ran the scheme over the university fresher's week.
We secured 13 pieces of regional coverage on online, print and local student media, Asda confirmed a 37% increase in pizza sales and reported a tremendous level of positive engagement from students and the rest of the community. Tasty work!