CASE STUDY: Aldi targeting Modal Britain's savvy shoppers.

Provided by Trinity Mirror
Aldi promoting the great range of quality products at great value for money with Trinity Mirror
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What was the Challenge / Background of the Campaign?

To target our audience of switched-on shoppers, promoting the great range of quality products at great value for money, directly increasing footfall. We know that Modal Britain have a strong 'belief' system driven from inherited values. These include 'look after then pennies and the pounds look after themselves', and we knew it was that mindset we needed to tap into to achieve the greatest impact for Aldi.

What was the Campaign Objective?

Increase awareness of product quality and value for money as well as drive sales through discount vouchers.

What was the Solution?

Our Cash Queens, Ruki Sayed and Tricia Phillips are hugely influential, and Aldi's PR company noticed that whenever an Aldi product was featured in their column, it would "fly off the shelves". We therefore developed a bespoke monthly eight-page editorial pull-out, called Quids In, on the last Thursday of every month, coinciding with pay day for even greater relevance. The pull-out features Aldi's monthly star offers and products, which the Cash Queens review, picking out their favourites and letting everyone know what they think about them.

What were the Results?

While the specific impact of this activity is confidential, both in-store footfall and average basket spend have been increased to such an extent that the activity is being extended for a further year. We do know, however, that when we feature a £5 off a £40 basket offer in the Daily Mirror we sell, on average, an additional 75,000 copies of the newspaper. A result which offers everyone involved a great return.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsAn additional 75,000 copies of the newspaper were sold
All adultsBoth
C2
DE
Main Shopper
NATIONAL PRESS
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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