ASDA – Welcome to the launch of Mood Food technology
Fewer brands are choosing to approach April Fools’ Day in their campaigns’ due to the risk of not meeting their customers’ high expectations.
BUT, Asda gave it a go anyway and they came up with a pretty innovative concept – Mood Food technology – a way to improve people’s moods. In order to make this joke seem credible, the email included ambiguous copy of how technology worked, alongside some ‘real’ customers’ feedback regarding how it had worked on them (which, of course was fictitious!). Finally the cherry on top, and perhaps the main reason why the email kept readers engaged, was the 2-step guide about how to test the Mood Food technology on themselves.
Thumbs up for the great idea, Asda. All those who clicked through on the email with the intention of scanning their face, ended up being surprised by an April Fools message alongside the clarification that ASDA’s food is good for any mood 👍.