The blogs, penned by so-called ‘Asda Mums’, will be hosted on a dedicated Election 2010 website that launches this week. In its recruitment material, Asda says the election diaries should show “what real people think about the election campaign and the issues that matter to them and give us the chance to compare what the politicians are saying and doing on the election campaign trail”.

In mid-March, the retailer polled its Pulse of the Nation shopper panel and found cost of living to be the top concern of customers heading into the campaign. Asda is planning a series of follow-up surveys to support the work of its mum bloggers, and representatives of each of the main political parties have agreed to take part in live Q&A sessions on the Election 2010 site.