To communicate that at Aldi Supermarkets we have fresh products, something most people don’t know, we published some special prints where our product was wrapped just like in traditional markets in Spain: in newspaper. But in this case the page is the same as the left hand page of the newspaper and it has the freshest news of the day.

Coordinated with the newspapers, they gave us their breaking news just before the close of the presses and we used something that seems exclusive to digital: real time.

At 7:00h, the message “Fresh every day” reached directly with the “most recent” thing of the day: the newspaper. Over 1M copies.

Implementation

For this “flash action” we coordinated with the newspapers (print edition) so that they provided us papers as son as the presses stopped rolling, with their freshest news.

In 2 hours we had to to deliver the piece to the presses:

- Team ready and waiting

- Two important news ítems: Rafa Nadal won and Pyonyang announced the closure of its nuclear

power stations

- Print colour test, photography and layout

- Send to the presses before they close

At 7:00 the papers were distributed all over Spain, with our ad published next to the same news the products were wrapped in.

Timeline

Monday 30th April 3 ads were inserted in the press.

Placement

• A page in La Vanguardia in Spanish and Catalan.

• A page in 20 Minutos in Spanish.

We reached over 1 million households, bearing in mind the media used were leaders in audience ranking in the cities of Madrid and Barcelona.

In addition, highlighting our target, families with children so that they gave us consideration when it came to buying fresh food daily and reinforcing a balanced diet driver in Spanish households.

This action was carried out on 30th April.