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George at ASDA

How we helped George find a new breed of talent.

Joy Filled Design


Where we started

Having helped George launch their new talent brand alongside a change in organisational structure to a Mission Based Organisation, we wanted to bring their new brand to new audiences. The aim was to tell the many different stories of the people who had benefitted from the MBO across all different levels of roles to help create a wider appeal to audiences.


What we did

We developed three narrative components: George as an MBO (Mission Based Organisation), Joy Filled Design (the philosophy at the heart of the George brand), and Reimagine Retail (the Asda talent brand proposition) to launch the George employer brand story. Celebratory, diverse, vibrant and surprising - the consumer look and feel translated perfectly into the employer brand space to give George a voice and presence that they needed. There was a desire to empower colleagues and give them a voice so we used social channels for George colleagues to talk about opportunities filled with joy. From audio-based animations of George colleague soundbites to more in-depth interview content, we were able to showcase the new George consumer brand visual identity and bring it to life in a more human way. A structured content plan delivered a multi-dimensional story with considered clarity while also measuring effectiveness from the get-go.

What we achieved

The success of the campaign created a great foundation to build
further social content strategies for George.They were also able to engage a wider range of talent and a different breed of talent.


organic impressions (6.9k clicks)


new followers (2.5% growth)


unique visitors (up 28%)

Get in touch

We believe that all people have talent. And we think that every business and organisation can do amazing things when they engage with that talent in the right way. So, if you’d like to talk about what we can do for you, your business, and your talent, we’d love a chat. And if you’d like to stay up to date with what we think, create and do then sign up for our newsletter, too.

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Leeds Office

Castleton Mill, Castleton Close
Leeds, LS12 2DS.

+44 113 524 0390

London Office

5th Floor, 167-169 Great Portland Street,
London, W1W 5PF.

+44 20 4574 6205

Chatter Communications Ltd. is a company registered in England and Wales. Registered number: 07550917.

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