Page 40 - TAM Review 2019

Best Use of TV and….

Using TV as the linchpin of a hugely

successful integrated communications plan.

Agency: McCann Manchester
Brand: Aldi

TV has been the linchpin of Aldi’s marketing since its launch

At Christmas, standing out from the huge amount of Supermarket

advertising is crucial. McCann Manchesters’ approach for Aldi was
borne out of an approach to reduce a shortfall in Christmas sales-

Aldi’s market share showed a significant drop each Christmas. Too

many of its customers were shopping elsewhere -moving to other
Supermarkets that were seen as more luxurious and special for the

time of year.

Tellingly the solution would not be more TV weight-as the biggest 9

advertiser at Christmas had also experienced a significant drop in 1

sales-but how TV could work best and how all media could work

together to make the campaign as effective as possible.
To reflect the mood of customers and provide them with the

fact based information (everyday necessities at lower prices) and

inspiration they needed ( “everyday amazing”) ,planning and
buying focused on a brand spokesperson-one of the most humble, Review 20

unassuming, everyday items that Aldi sells-and Kevin The Carrot

was born.

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