Merchant's Den reaches new heights in 2025

On a bright and bustling April morning in Leeds, Asda House opened its doors once again  to a dynamic mix of brands for the second Merchant’s Den pitch day of 2025.

This event marked the culmination of weeks of planning, preparation, and creativity.

And for the trading team? Narrowing down the talent to the final pitches was no easy task.

Launched through a collaboration between Asda and LS Eleven Media Services, Merchant’s Den has quickly become a cornerstone initiative, designed to spotlight breakthrough retail media campaigns and support brands in launching their next big product with a bang..

But what sets Merchant’s Den apart?

“Suppliers love coming to Asda to pitch! The atmosphere is exciting, and we’ve built a fantastic setup that makes the day special. But what really matters to us is that Merchant’s Den is accessible, especially for smaller, challenger brands. We’re here to support NPDs that might not have massive budgets, but have big potential.”
Helen Young, In-store Media Propositions Manager, Asda

Each pitch day is a showcase of bold new ideas, featuring campaigns that lead with creativity and media innovation. Brands take to the stage to present their latest products, in the hope of unlocking a partnership with one of the UK’s biggest retailers—and reach Asda’s vast family-focused audience across their nationwide store network.

For ambitious brands, it’s not just an opportunity, it’s a launchpad.

“Merchant’s Den gave Blue Dragon a platform to explore new media and push creative boundaries. We were able to take our brand beyond the world food aisle and uncover new dining occasions. Winning was a milestone moment for AB World Foods. We’re proud to partner strategically with Asda because we truly see the value they bring.”
Holly Westwood, Shopper Marketing Manager, AB World Foods

The rewards? Real, measurable, and game-changing.

Winning brands receive matched £ for £ investment for exclusive launches, a powerful sponsorship package, creative support, access to exclusive toolkit options, and bespoke campaign insights. This isn’t just about visibility, it’s about delivering highly impactful campaigns that drive results and delight shoppers.

With 14 campaigns already launched from the program this year, Merchant’s Den is proving to be a powerful partnership for brands looking to elevate the shopper experience both in-store and online.

“We’re incredibly proud of Merchant’s Den, one of the first programs of its kind. What we’re seeing is the real difference that Asda and LS Eleven Media Service’s support can make to a campaign’s success. It’s helping brands go omnichannel in exciting ways, creating immersive experiences both in-store and online. The creativity we’re seeing is just the beginning.”
Jon Beill, Chief Growth Officer, LS Eleven Media Services

What’s next?

After a supercharged start to 2025, we’re only getting started.

The next pitch day is already in the works, so whether you're a challenger brand ready to scale or an established name looking to make waves with your latest NPD, now’s the time to start planning. Watch this space for future dates and application details.

And that’s not all, keep an eye out for our brand-new blog series to take you behind the scenes. 

Expect insider tips on crafting a winning pitch, deep dives into successful campaigns, and stories from the brands that have made the leap.
Merchant’s Den is more than a pitch day, it’s a game-changing program that’s shifting the dial on how brands can launch new products at Asda, helping them to create best-in-class campaigns.

 And we can’t wait to share what’s next…