Asda rename own-brand Chicken Chow Mein ‘Chicken Jahmene’ in charitable X Factor PR stunt

By on Friday, November 16, 2012

In what was undoubtedly a light-bulb moment for one pun-happy Asda marketing employee, the supermarket has renamed their own-brand Chicken Chow Mein to ‘Chicken Jahmene’, in support of X Factor contestant and ex-employee Jahmene Douglas.

From the Chicken Jahmene product page:

From Friday 16th – Sunday 18th November – we’ve renamed one of our favourite take-away ready meals Chicken Chow Mein to “Chicken Jahmene” in support of our colleague taking part in this year’s X Factor competition. 23p from every one sold will go to Women’s Aid.

The charity element is a really nice touch, given his and his mum’s personal experience with domestic violence.

An Asda spokesperson said in a statement: “We’re so proud of Jahmene and all the incredible performances he does week in, week out on the X Factor so we really want to get behind him and offer our support. Chicken Chow Mein is a weekend favourite and we hope that by re-naming it after him, we’ll be able to raise lots of money for Women’s Aid.”

Source: Huffington Post

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