Asda and George have been a supporter of BBC Children in Need for 23 years raising over £31 million during that time.
Navigation was briefed to create a major event to showcase the Asda plans for the 2023 BBC Children in Need campaign, and to create a wide range of content that could be utilised by Asda, George and the BBC Children in Need team.
The Piazza at Media City, the home of the BBC Children in Need team, was chosen as the location for the event.
The agency commissioned a large marquee on the Piazza carefully constructed to be able to maximise the wide range of activities planned. The agency brought the 2023 BBC Children in Need theme “SPOTacular” to life throughout the venue creating a great atmosphere for the event.
Children were invited from local Asda stores by the Community Champions to attend the day, with a pre-event taking place amongst BBC friends and family invited.
Three events took place throughout the day with each event consisting of a series of themed activities all coordinated by BBC Children’s presenters, Ben Shires, Gyasi Sheppy and Evie Cockerill.
A doodle masterclass was held with author and illustrator of the Tom Gates books Liz Pichon the designer of the official Children in Need T shirt. The Asda baking products were showcased as part of cake decoration section, with children encouraged to undertake their own baking fundraising activities.
The wide range of George Children in Need clothing was displayed, including products produced under licence with Paramount and Warner Bros featuring Paw Patrol, Batman and Wonder Woman.
Children met with Pudsey Bear, Chase and Marshall from Paw Patrol and super-heroes from DC, Batman and Wonder Woman. The culmination of each event was the opportunity for children to have their photo with Batman and the Batmobile.
Children enjoyed food and drink from Asda to reinforce the Pudsey Clubs, taking place in Asda Cafés across the country during the holiday season, where children can enjoy a meal and at the same time take part in some fun Children in Need activities.
The agency was responsible for all aspects of event delivery, including production, branding, running order and scripting and all aspects of health and safety, working with the Asda partners, and a wide range of event contributors.
The feedback from the events has been exceptional:
The content generated from the event is exceptional and we look forward to seeing this in the build up to and at the evening of BBC Children in Need on Friday 17th November.