Price is on everyone’s mind.
As the cost-of-living crisis grips and purse strings tighten, we are all looking to find those small savings to help the household budget.
So, you might think a supermarket offering a new and bigger range of budget products would be viewed positively.
Yet ASDA’s new range of cheaper household essentials has landed it in hot water with accusations of ‘shaming’ and ‘embarrassing poor people’.
The issue centres on the bright yellow packaging of the ‘Just Essentials’ range that has replaced its Smartprice products.
According to media reports, it stands out too much, and the products have been labelled ‘poverty markers’ and criticised for ‘embarrassing poorer families’.
Here are a few headlines:
Shoppers accuse Asda of 'embarrassing poorer families' with its new Just Essentials budget range as they claim bright yellow packaging acts like 'poverty markers' Daily Mail
POVERTY LABELLING: ASDA slammed for embarrassing poorer customers with bright yellow labels on budget range The Sun
Asda ‘shaming poor families’ by putting cheap food in bright yellow packaging Metro
Asda shoppers slam supermarket's new bright packaging on budget range - 'poverty marker' Express
Asda shoppers slam new budget range saying aesthetic 'embarrasses poorer families' Daily Record
A set of headlines likely to send a shudder through the comms team.
Additionally, the story was at the top of my Twitter feed on Tuesday.
The story is a reminder of the importance of expecting the unexpected – something we always stress during our crisis communication training.
A supermarket expanding its range of budget items and changing the packaging from white to yellow doesn’t seem like an obvious risk.
But threats to reputation don’t always come in the form of tragic accidents, data breaches, product recalls, or environmental contaminations.
People can find offence in seemingly innocuous issues. And the outrage can spread rapidly and widely with social media, often gaining the attention of mainstream media.
So, as we stress during our crisis communication training courses, being prepared is crucial. That involves constant monitoring of social media channels to catch issues early and knowing what you need to do to respond rapidly and prevent them from growing into a full-blown crisis.
You could have as little as 15 minutes to respond.
So, it is vital organisations predict potential threats and have holding statements in place for them. You must also have your sign-off process signed off in advance. This ensures your responses are not delayed by a convoluted approval process when you are in the spotlight.
ASDA'S new budget range was probably not seen as a risk. But having clear crisis plans that can be easily adapted for different situations enable businesses to make clearer-headed decisions when crisis strikes.
So, how has ASDA responded to this story?
Well, it has stood its ground and fought back.
It says it “doesn’t understand why anyone would feel embarrassed for saving money.”
And it insists the majority of its customer are “loving” the new range.
A spokesperson said: “We are delighted by how much our customers are loving the new Just Essentials range, as shown by the great response and how they continue to add Just Essentials products to their basket every time they shop.”
Sam Dickson, Asda’s vice president of brand and propositions, added: “Nine out of ten of our customers have told us they are concerned about the cost-of-living crisis, with 44% of them saying they’re actively looking for ways to make their grocery budget go further.
“We’ve developed Just Essentials by Asda to offer our customers the same value they know and love from our Smart Price range, but across a much larger and more diverse range of products, and with a bold brand that is hard to miss.”
It also addressed the story on social media, sharing responses from customers to a Daily Mirror post about the story.
Embarrassed to save money?! Not according to our customers 👇 https://t.co/R1m8QdRG4I pic.twitter.com/KGIKM7vZDS
— Asda (@asda) August 8, 2022
It is quite an unusual response to a backlash. It is not an approach that would work in every crisis communication situation. But I like it.
Brands often issue an apology for the offence and promise to do better even when they haven’t done anything obviously wrong, hoping it puts an end to the story.
But not every customer is always right.
Why apologise when you don’t need to?
Customers with a rant, whether or not it gets picked up by the mainstream media, do not need a default apology.
Save saying 'sorry' for when you really need it.
Interestingly, the approach has moved the story on for ASDA.
ASDA hits back at claims its budget range of food is ‘embarrassing’ families Mirror
Cost of Living: Asda 'doesn't understand' backlash to new budget range after shoppers labelled it 'embarrassing' My London
'I tried Asda's controversial new value range - and bought 12 meals for £20' Mirror
Not only has the supermarket responded well to a potentially challenging issue.
But it has also managed to bring more attention to its new budget range and how it is trying to help customers – priceless publicity.
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