"As our customer, you have always known that quality doesn't have to be expensive"
ALDI and Serviceplan are launching a new campaign that puts the discounter's own brands in the spotlight. The campaign uses recognizable homely scenes to make it clear that you no longer have to choose between price and quality,
because with private labels you get the best of both worlds. The 360° campaign is communicated via paid and owned media such as TV and radio spots, social media, the website, newsletters and the digital brochure.
The integrated campaign responds to the affordability of private labels and the fact that private labels are not inferior to A-brands in terms of quality. Serviceplan, the creative agency of ALDI, developed a concept in which four domestic situations were sympathetically shown, each with an (award-winning) house brand in the leading role:
the bolognese sauce from Palazzo, the liquid detergent from Tandil EXPERT, the shaving system from MAN by Biocura and the artisanal ham from Délifin. 15-second TV and radio spots, social media posts, a digital brochure, and material for other owned media were made.
The same mechanism is used in each spot to convey that ALDI products do just as well as those of A-brands, but for less money. In a tongue-in-cheek tone, the emphasis is on obvious properties of the products, instead of on major USPs: for example, the ALDI shaving system gives
an "equally close shave", the detergent keeps it "clean for just as long" and the bolognese sauce makes “equally beautiful spots”... This is illustrated in domestic scenes that - with a wink - are very recognizable to the general public.
Client: Aldi
Agency: Serviceplan
Production Company: KXRXT
Creative Director: Bram Coppens
Director: Wannes Destoop
DOP: Kamiel Doens
Offline Editor: Joris Willems