Creative Concern

Communications for a sustainable future

From produce and packaging to energy and waste, the Sustainability Story outlines the work Asda is doing to reduce its, and its customers’, impact on the environment.


Working with Asda’s Sustainability Team, based at their Head Office in Leeds, Creative Concern researched, wrote and designed the ‘Our Sustainability Story’ to outline the retailer’s commitment and activities in terms of sustainability.

From their carbon footprint and energy saving measures to food waste and packaging, 'Our Sustainability Story' combines easy to digest information with imagery and facts to provide an overview of Asda’s work in this field. For all our work with the Sustainability Team, we have developed a tone of voice that sits well alongside Asda's more customer-facing tone, and work within their existing brand guidelines.

Using the widely-recognised 'Asda green', bold type and beautiful photography by Len Grant, it provides overview of the sustainability activities going on across the organisation. Launched at a Parliamentary Reception, the Sustainability Story was the first step in communicating Asda's environmental work.