Problem

ALDI were steadily introducing 700 new products, but customers were sticking to their plain old shopping list.

Insight

People everywhere are on autopilot, but nowhere is it more evident than in the supermarket. We have a get-in-get-out mentality – we stick to a list, look but don’t see, and rush through the store.

Idea

We shocked people out of their supermarket daze. We used ALDI’s most common products to highlight their new, unusual ones, encouraging people to stop and smell the savings.


Executions

  • We developed TV ads, radio, web banners and POS materials
  • We're not allowed to share sales results, but the TV campaign was so effective we created 48 spots