ALDI - COMMUNICATION AND AMPLIFICATION OF TEAM GB SPONSORSHIP

CHALLENGE

In 2015, Aldi became the official supermarket of Team GB.  We had to drive awareness of the sponsorship as a platform to promote Aldi as a champion of Great British produce and to drive footfall and sales. We also used the sponsorship as a platform to reach a broader range of consumers, beyond just core Aldi shoppers.

SOLUTION

The campaign platform was “We’ve Gone Totally Rio” - a fun and engaging idea that captured the carnival spirit of Rio and showed Aldi was totally immersed in Team GB and the Rio Games.

We activated this sponsorship through the creation and delivery of a fully integrated consumer campaign through a mix of offline, digital, social and earned media channels.

Digital amplification was integral to the success of the campaign. In a supermarket first Aldi partnered with Snapchat as a channel aligned to the spirit of the campaign and highly appropriate for key growth audiences.

Social channels were used to build campaign momentum with content ranging Brazilian themed recipes to spotlighting Aldi’s athlete ambassadors, the campaign maintained a sense of ‘freshness’ throughout.

RESULTS

Over the campaign period Aldi was the fastest growing grocer with double-digit growth in a flat market, simultaneously improving market penetration, frequency of visit and basket size.

The campaign delivered greater engagement amongst not just loyal customers, but also those shoppers previously skeptical of Aldi’s fresh produce. Furthermore, the campaign allowed Aldi to build stronger relationships with British suppliers.

The campaign also delivered in excess of 450M impressions through a mix of digital, social and earned media channels.