The deal means that bezier will manufacture 16m of Asdas PoP items throughout the year in its 259 stores. Work will be carried out primarily at its Wakefield site as well as Bristol and Poole where its litho work will be undertaken.

PoP items will be temporary in stores with material that includes promotions, price messaging and directional signage.

The figure for this contract is substantial and is a continuation of our relationship with Asda, having worked with them for the last 16 years, said bezier sales director Ian Carnazza.

The account will be handled by a team of 27 as well as staff based at Asdas headquarters. Bezier is expected to handle 24,000 store orders.

Our PoP work is becoming important for us as retail clients recognise that it is an important part of their marketing, said Carnazza.

As well as producing the material, bezier has set up a helpline for stores aimed at ensuring that PoP material is displayed. Retailers have been responsible for poorly implemented PoP and has resulted in some printed material undelivered to stores.

Implementation is a big issue for retailers and in some cases they are not getting value for money, said Carnazza.

The deal includes a bezier team that visits store-staff to ensure that campaigns are delivered implemented.

Beziers other clients include Homebase and Coca-Cola. The company employs 450 people and has a turnover of 40m.

Story by Philip Chadwick