The campaign plays on the idea that "Richmond won't get you into the movies but might get the movies into you" and is supporting a Blockbuster rental incentive on special packs of Richmond sausages.
At each Asda location, branded teams will be judging the best smile with the winner scooping a DVD player.
As well as highlighting the on-pack Blockbuster promotion, the campaign is also seeking to discover what makes the nation smile, to amplify the "Smile, it's Richmond" brand campaign.
Televisions showing the latest Blockbuster releases will be set up at every promotional site and Asda will be running a two-for-one offer on promotional packs of Richmond sausages throughout the campaign, which begins at the end of March.
Sarah Power, Richmond brand manager at Kerry Foods, said: "We loved Clay's creative. Not only did it exploit the wider brand campaign but the mechanic perfectly reflects Asda's views on retailtainment."
Clay is a marketing agency specialising in brand enhancement and experience. Current clients include Adidas, Burtons foods, Dunlop and the PGA European Tour.
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