BBC Children in Need

Branding

To mark 25 years of partnership with BBC Children in Need, George at Asda launched the Little Pudsey Club – a unisex babywear collection for Tiny Baby to 3 years. With over 15 new pieces, 20% of each sale supports vulnerable children across the UK. Walk Tall Creative helped bring the brand to life with a clear, emotionally powerful brand story.

The challenge

This campaign needed to do more than sell babywear, it had to capture hearts, spark action, and resonate with a broad audience of modern families and socially conscious shoppers. The goal was to celebrate 25 years of giving while launching a new babywear line that felt fresh, joyful, and full of purpose. With the complex reality that 4.5 million children in the UK are growing up in poverty, the messaging had to strike the right tone: uplifting, inclusive, and meaningful, while ensuring clarity around the cause.

Beyond emotional engagement, the brand needed strong retail presence, cohesive in-store and online messaging, and creative storytelling that connected every element - from shelf edge to social feed.

The solution

To bring this milestone moment to life, Walk Tall Creative partnered closely with BBC Children in Need to shape a campaign that was as purposeful as it was playful. From developing the name “Little Pudsey Club” to crafting a vibrant, modern colour palette, we built a joyful identity that felt inclusive, emotive, and baby-focused.

Our work spanned on-pack messaging, promotional tags, and in-store touchpoints, including aisle fins, signage, and activation materials - ensuring every element clearly communicated the cause. We also delivered online content and advertising, aligning the message across digital and retail environments to drive awareness and donations.

By uniting visual storytelling with clear calls to action, we helped ensure that every interaction with the Little Pudsey Club inspired shoppers to support real change for children across the UK.

Bibs
Rompers 2
Socks Close Up
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Aisle Fin New White
End of aisle White New
Tiny to Two Asda Trolly_New

What our clients say:

With confidence and clarity, Lee helped visually articulate our brand DNA, starting with a reimagined brand identity, ultimately applying a cohesive brand architecture and consistent visual language across all touchpoints. Lee’s unbridled passion and relentless energy, often straddling time zones, was infectious – especially whilst multiple stakeholders made challenging decisions during unprecedented times.
Nick Hedley, Partner, Hedley May.

What our clients say:

We bring Lee in to work with us at our busiest times of year. Not only does he approach the complex workload with enthusiasm and patience, but his work was also accurate and creatively beautiful. He is fun to have around, and I would have no hesitation in recommending him to others.
Sue Holt, Marketing Executive, BBC Children in Need.

What our clients say:

Lee worked extensively on PetSafe® Brand and I could always rely on him to come up with outstanding creative ideas and push the standard globally. And good ideas meant great results for us. A promotional video he conceived, and art directed was so strong that it became the TV advert for the US.”
Angela Critchley - Head of Marketing, PetSafe® International.

Get your brand to stand out from the crowd

To talk further, contact Lee Ash through the form below, and I will get back to you

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