Fresh products are the reason that people choose supermarkets, they are the driver of a balanced diet in Spanish households: 52.1% of the food we buy are perishable goods (we buy perishables 251 times compared to 144 times for tinned or bottled products). In addition to raising awareness of quality supermarket products, they are key to generating frequency.

In Spain Aldi is a relatively unknown supermarket and nobody knows about its fresh products, but it really has one of the best ranges, quality products, it’s local and has low prices.

Brief

Raise awareness of the quality of Aldi products especially the perishables. One of the main features is the fresness of the products which Aldi replace daily.

Objectives

• Give visibility to the range of products

• Generate consideration

• Show that Aldi’s fresh products are good value for money

We published an ad for our fresh products wrapped up in a newspaper page (Like they do in traditional markets). The page is the same one that appears in the newspaper on the left with some breaking news. See attached video.