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.

Because we used the press in a new way to refresh a media that many advertisers consider not innovative at all, showing that press is more alive than ever and, also, that there are fresh products at Aldi Supermarkets, something most people didn’t know.

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, over 1M newspapers were on sale with our fresh products wrapped in the same page that´s on the left.

Other newspapers want to repeat.

Data gathering

Press is the most traditional media and is renewed every day. Over 2.5 million new copies are generated, printed and distributed daily: fresh news is consumed daily.

The two channels used are audience leaders in the cities:

20 Minutos has an average 440,000 readers in Madrid daily.

La Vanguardia the best selling newspaper in Barcelona with 610,000 readers daily.

Aldi Target: Shoppers aged between 25 and 45 and families with children.

Approach

The press is a testimony and “certificate” of the present. At Aldi we wanted to use the “freshness” of the news to make a comparison with the freshness of the products, that’s why we launched an innovative and never before seen campaign in the national press: two graphics created in real time , in which you sawsome products and that said: FRESH EVERY DAY. So fresh that they were wrapped in the newspaper you just read.

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