Leeds-based Pink Gorilla Hairy Lemon (PGHL) has announced a new partnership with fellow Leeds retail giant ASDA, winning the contract to deliver launch support across a 10-store roll out of George standalone concept stores.
The contract follows the successful opening of Asda’s first two George standalone stores in Leeds and Hull in 2025, for which PGHL delivered an integrated programme of PR, experiential and influencer activity that generated significant customer engagement.
PGHL will lead on all aspects of the campaign, spanning influencer outreach and management, full launch event planning and execution, PR management, and wider marketing support ensuring each store launch lands with maximum impact and reach.
Peterborough will be the first location this year to unveil Asda’s new standalone George concept store becoming the first of 10 Asda Living stores to be transformed in 2026.
The Peterborough launch marks the next phase in Asda’s strategy to transition its Asda Living portfolio to the George format.
Stores will champion the much-loved George brand and will feature a contemporary new layout designed to enhance the shopping experience and make it easier than ever for customers to explore the brand’s expanded ranges.
The customer experience is also set to get a major upgrade with streamlined checkouts, new self-serve options and hassle-free Click & Collect.
Naomi Dobson, head of PR at George, said: “Building on the success of last year, we’re excited to be continuing our work with Pink Gorilla Hairy Lemon as we introduce 10 more standalone George stores nationwide over the coming months. Their energy, creativity and expertise will be instrumental in making each launch a standout moment for our customers.”
PGHL Director Jordan Odu said: “George is one of the UK’s most recognisable and trusted brands, so to be chosen to lead the PR and brand activation behind this national store roll out is something we’re incredibly proud of.
“Our work on the Leeds and Hull launches gave us a real understanding of what this brand means to its customers, and we’re excited to build on that as we scale this campaign. This is exactly the kind of ambitious, creative challenge we thrive on and we are excited to get started.”
Founded in 2012, PGHL is a boutique PR and experiential agency delivering creative campaigns and events for regional and national brands in the retail, leisure and hospitality sectors.
