Page 41 - TAM Review 2019
P. 41
The campaign was built around TV, with support via
Broadcaster players. PR was key with press, digital and
social media were focused on driving trade with specific
product and price messaging.
The results speak for themselves-higher sales, increased
market share and more specifically an increased
Christmas market share (a 4.5% increase)
Whatsmore, after customer feedback, in Christmas 2017,
Aldi started selling Kevin the Carrot soft toy. They sold
out immediately!
The judging panel commended this submission on
showing how well TV worked as the key part of an
integrated communications plan.
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