Campaign: Supermarket Switch Challenge

Client: ALDI

Agency: BMF


 

Awards

Winner:
Integrated Campaign

 

Judges' Comments

"The judges were impressed by the bold way in which ALDI embraced its haters and the magnitude of the results the campaign generated as a consequence."
 

Goals

The ultimate objective was to convert more shoppers to ALDI, making it a part of a normal weekly shop.
 

Creative Solution

The Supermarket Switch Challenge:
Where ALDI lovers see if they can convert their doubting friends through a series of ALDI experiences and experiments.

This would be a serialised narrative with a beginning, an end and a middle, running over time from August to November.
 

Effectiveness

  • Exceeded targets with revenue growing by 9.8% with only half the spend vs same period LY
  • ALDI is becoming the 'main shop' with a step change in attribution since May 2015 with attribution almost doubling from 7% pre-campaign to 12% in June 2016
     

Credits

External organisations

Jonathan Kneebone, The Glue Society  |  Director
Pip Smart  |  Executive Producer
Ian Iveson  |  Producer
Rob Marsh  |  DOP
Matt Evans for The Butchery  |  Editor

Collaborators

Revolver  |  Production
The Glue Society Studios  |  Editing
The Editors  |  Post Production
Rumble Studios  |  Sound

Agency team

Cam Blackley
Alex Derwin
Jonty Bell
Lincoln Grice
Ali Tilling
Steve McArdle
Jonny Bucknall
Aisling Salmaggi
Hayley Basham
Siena Shuttler
Katie Harper
Sam Viney
 

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