What it had to solve
During a World Cup that has become as much about social occasions as sport, Asda wanted the store visit to be the starting point of match day moments rather than an interruption of them.
The idea
A large-scale players' tunnel with crowd noise, lighting and live actors, so the first step of the grocery shop becomes a match day walkout
How it works
Launched 17 June 2026 as a ten-day roadshow across UK stores. Shoppers walk an immersive players' tunnel with commentators, press-style photo moments and a 'coach' character. Coca-Cola runs a peel-to-reveal game, Lynx a locker-room fragrance experience and Budweiser a 0% sampling bar.
What it did
No results figures were published. LBB framed the activation as giving shoppers something worth talking about once they leave, amplifying a cultural moment that is already driving store visits.
Background
Asda and connected-experiences agency HYPHEN brought the World Cup off the pitch and into the car park with 'Bring It Home', a ten-day experiential roadshow launching on 17 June 2026 across UK stores, inviting shoppers to step into a fully immersive football experience before they even pick up a trolley.
At the centre is a large-scale players' tunnel complete with crowd noise, lighting and live actors, recreating the feeling of walking out onto the pitch. Commentators, press-style photo moments and a 'coach' character turn everyday customers into the stars of their own match day entrance.
Official brand partners are woven in: Coca-Cola brings a peel-to-reveal game, Lynx hosts a locker-room style fragrance experience, and Budweiser offers a 0% sampling bar, making the activation a multi-sensory, multi-brand environment that sits naturally inside the shopping journey.
Why it lands
The tunnel is the one moment of a match day any shopper can star in, no ticket required.
Theater inside a supermarket errand gives people a reason to come to the store rather than order online.
Sponsor integrations let the retailers' partners carry part of the experience and cost of the roadshow.
It rides behaviour that is already happening — gathering at home for matches — instead of inventing one.
What you can take
When a cultural event already shapes shopper behaviour, stage the ritual at the start of the journey instead of interrupting the journey with ads.
Since then
LBB published the case with no results figures; the roadshow was positioned as part of a broader retail shift towards immersive, experience-led formats.
FOLLOW THE EVIDENCE