Case Study
Asda Money 'Rude Place Names"
- Service
- Photography
Photo: Ben Gregory-Ring Media Assignments / PA23 Sept 2026
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The Project
Asda Money 'Rude Place Names
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Service
Photography
The Brief
Asda Motors, working with Ginger Comms, wanted to turn a playful consumer insight into a national news story. Research involving more than 2,000 respondents explored Britain’s rudest place names, linking the idea back to road safety and the potential for unusual signage to distract drivers. Ginger Comms developed the research-led story, while Assignments was brought in to shape the visual execution and create photography designed for media use. The original proposal involved photographing 20 locations across the UK, but our objective was to find a smarter production approach that delivered everything journalists needed without unnecessary cost or complexity, while creating a complete package ready for distribution through the PA wire.
Photo: Ben Gregory-Ring Media Assignments / PA23 Sept 2026
Challenge & Solution
Rather than sending a photographer to 20 locations nationwide, we looked at the brief through an editorial lens. From a news perspective, imagery from the strongest four or five locations would be enough to support the wider research story, allowing us to consolidate production into a single day in one central UK region. This significantly reduced travel, logistical complexity, and production costs without weakening the story. We then created photography specifically with editorial use in mind, while Ginger Comms led proactive media relations. Together, the research, visual content and ready-to-publish story created a cohesive news package designed to give publishers everything they needed to pick it up.
Photo: Ben Gregory-Ring Media Assignments / PA23 Sept 2026
Results
The campaign generated 116 pieces of media coverage, including The Daily Telegraph, Daily Star, Daily Express, The Sun, The Independent, Belfast Telegraph, and regional titles. The story was also independently rewritten by the PA newsroom after meeting its editorial threshold, further extending its reach.
