Asda calls in Morrow for N. Ireland store openings

Asda has signed up Northern Ireland-based Morrow Communications to handle public affairs and media relations as it prepares to open its first stores in the province.

The agency is helping Asda build relations with local politicians and groups, such as the Ulster Farmers' Union and Northern Ireland Food and Drink. Located at sites previously operated by Morrisons, the 12 stores will open between October and December and will see Asda renew its UK mainland rivalry with Tesco and Sainsbury's, both of which already operate in Northern Ireland.

Asda will also use Morrow's knowledge of the province to help identify local suppliers, particularly in the agri-food sector, and ensure open communication with them.

Morrow account director Claire Bonner said: 'As a locally based agency, we are able to monitor issues and assess opportunities when they happen.'

Morrow won the account after a four-way pitch.

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