The story behind the campaign
Challenge
Fresh products are the reason that people choose a supermarket over another. They are the driver of a balanced diet in households: 52.1% of the food we buy is perishable (on average, for every 251 times a fresh product is bought only 144 tinned or bottled products are purchased). In Spain, Aldi is a relatively unknown supermarket and nobody knows about its fresh produce despite it having one of the best ranges – products that are high quality, come from local farms and have low prices.
Our challenge was to raise awareness of Aldi’s...