72Point produced a video for Asda which looks at the process of making their mince pies, focussing on how their chefs have solved the age-old problem of having an air gap between the filling and the pastry lid.
The mesmerising video follows the process from start to finish as buttered pastry is piped down from a secret room onto the production line. Asda’s secret recipe of pre-mixed ingredients including fruit and spices are then pumped into each base before being sealed with pastry lids. Quality control teams patrol either side of the line to ensure no glitches occur before the pies are ushered into a huge oven for nine and a half minutes.
The story and video were distributed to relevant digital media by our digital team.
Methods and tools:
News copy writing
Newswire and digital distribution
Asda’s story was featured on major news sites in the UK, including the Sun, the MailOnline, and the London Economic. The story was also posted on social media by AOL and The Huffington Post, as well as landing on a number of regional news sites.