Blog: Retailer seeks interesting brand extension
Petah Marian | 1 February 2011
Supermarket w/ GSOH seeks DTE someone w/ SI to meet IRL. Well at least that's the impression that Asda is conveying today with the launch of its online dating site today (1 February).
Lonely hearts will be able to find a partner using a system developed by UKDating, a company that creates dating solutions.
The grocery retailer said it launched the site after a survey of 10,000 customers showed that 71% of men and 64% of women look for a partner in their local supermarket before anywhere else.
While highlighting the usual dating preferences, the site will match you with partners based on your food preferences.
The move may come close to being the strangest brand extension by a UK grocery retailer, joining Tesco, which offers weight-loss retreats in Ireland.
* For dating site novices GSOH - Good sense of humour, DTE - Down to earth, SI - Similar interests, IRL - In real life
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