We all want to live more sustainably. And our food is playing an increasingly important role in climate protection. However, the choice of sustainable products is generally quite limited, which is why the buying public comprises only a relatively small group of people.

ALDI aims to change this and focuses on vegan products in a variety that stands out from the competition. An initiative that was awarded the "Vegan Food Award 2020" (as most vegan-friendly supermarket) by the animal welfare organisation PETA.

The objectives were twofold:

Firstly, the aim was to credibly communicate ALDI's pioneering stance on this ecologically important topic in order to encourage a rethink in society.

Secondly, we wanted to convince people beyond vegans and vegetarians, of ALDI's wide range of vegan products and bring them to the stores.

By merging these two interest groups (ECO & LIFESTYLE) we create our media target audience: the LOHAS (Lifestyle of Health and Sustainability); adults 20-49 years old.

A combination embracing…

1) the RELEVANCE of the subject matter (= ECO);

And at the same time ensuring…

2) a significant REACH of the campaign (= LIFESTYLE).

A rather younger and female target audience (affinity index 117) that is best reached outdoors (affinity index 120) and mobile (affinity index 127). The ideal combination for a geotargeting approach!

To effectively place ALDI's award win in the minds of the LOHAS target group, we aimed to track whether people who have been approached at certain Points-of-Interest (POIs) go to the stores significantly more often, in order to then optimise communication on these POIs and remove poorly performing POIs from the portfolio.

We started with the largest possible DOOH screen rotation within a radius of defined organic supermarkets such as German organic supermarket, denn’s (= POI).

In a second step, all mobile IDs were tracked that were close to the respective DOOH screen at the exact time an ad was displayed.

Based on the information detailing whether a user / mobile ID had contact with DOOH, two mechanisms came into force in parallel:

1. Engagement – second contact with these people via mobile full-screen ads.

2. Optimisation – tracking these people with footfall study, i.e. marking their mobile IDs and seeing if they visited an ALDI store.

By feeding this information back into the ad-server, the campaign is optimised for the screens that convert more visitors to ALDI during this two-week flight.

Thanks to real-time optimisation the campaign is dynamic, despite the stationary medium OOH, and refers directly to the user behaviour of the target group.

The average store visit rate uplift (ratio of store visit zero measurement vs. live measurement) was increased by +14.5%. Comparable campaigns in food retailing, without such a mechanism, generated store visit rate uplifts of around +4-5%.

Assuming an average purchase volume of €30 (which is a quite precise approximation), this results in an additional turnover of €216,900 in view of the 7,230 leads (= technically measured direct store visitors).

This led to a Return of Advertising Spend (ROAS) of over +210% and furthermore, an increase in interest in vegan food of +154%.

An innovative campaign that raises awareness of vegan diversity through smart use of geo-behavioural data, optimised in real time based on store visit data.