ASDA gears up for Pedal Power with flb
21/05/2009

ASDA has launched Pedal Power, a fundraising initiative that aims to raise £1 million to support grass-roots cycling schemes across UK. The initiative will see multiple Olympic gold-medal winner Sir Chris Hoy teaming up with ASDA chief executive, Andy Bond, to get more Brits on their bikes and help improve the health of the nation. The duo are on a mission to raise the profile of cycling as a low cost activity for all the family that’s good for you and the environment and helps save transport costs.

flb, the branding and packaging consultancy, has created the identity for Pedal Power which will appear across a range of promotional materials for the initiative.

Guy Douglass, managing director of flb, said: “Our brief was to create an identity that was inclusive and not too ‘sporty’, as the idea is to encourage everyone of all ages and levels of fitness to get cycling. It also had to appeal to customers and ‘colleagues’ alike.”

One element of the campaign will see Andy Bond cycle the length of mainland Britain from Land’s End to John O’Groats this August to raise a massive £1 million. Bond will cycle more than a thousand miles over ten days, visiting ASDA stores along the way.

Bond commented: “The way we live today means a lot of us, especially our kids, have fallen into bad habits and many families are putting their health at risk by not taking enough exercise. Getting active needn’t cost a lot and cycling is something families can easily enjoy together – whoever heard of a kid that doesn’t love getting on their bike?

“Raising funds for Pedal Power is all part of encouraging everyone, from our customers to our colleagues, to get out there and on their bikes, so it was key that we had a strong and distinctive identity for the initiative.”

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