‘Asda’s reaction to Jack Monroe reveals rise of a new style of influencer’

Asda Smart Price spaghetti

As the spiralling cost of living unsettles consumers – inflation now stands at a 30-year high according to this week’s ONS data – retailers’ value propositions are coming under the spotlight in new ways, sometimes in an unflattering light, from a new type of influencer.

Once, retail influencers were primarily thought of as marketing allies who would gushingly promote products and services to a vast number of followers on social media. 

Now, a different breed, also counting their followers in the hundreds of thousands, is adopting a campaigning stance that companies, as well as consumers, are taking notice of. 

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