People often watch game shows and wonder how they might fare as a contestant, and the Asda Check-Out Challenge brought a Generation Game-style competition to one of London’s busiest transport hubs. For this experiential activation, Asda teamed up with Mail Metro Media to bring the Asda Price—a commitment to low prices and product availability—to life. With this game show-inspired conveyor belt game, participants were challenged to memorize objects and their Asda Price to compete for a grand first prize £1,000 Asda voucher and other spot prizes throughout the day.

Elements of the Check-Out Challenge competition will be carried to the British supermarket chain’s social media channels, tapping into nostalgia for the fun and familiar game show format, and ultimately underscoring Asda’s many value-focused offerings.