ALDI

Challenge: Prospects perceived ALDI as a discount grocer that sold a limited selection of low-quality food.

Insight: ALDI never clearly communicated it offered a large selection of low-priced products without sacrificing quality. Marketing typically featured individual items and prices, failing to provide additional context. Prospects were making up the only story that made sense to them: ALDI’s prices were low because quality and selection were too.

Creative Approach: Build a year-round campaign around a checkout belt, establishing a consistent yet flexible creative framework that leverages eye-catching movement to showcase a large variety of both evergreen and seasonal products paired with quality RTBs.

Creative: