Convince shoppers to ‘swap’ their usual supermarket for Aldi.
Shopper responsible for main shop and currently doing this with competitor supermarket.
The real savings of doing a large shop at Aldi would be a compelling motivator to ‘give Aldi a go’ so we got real families to ‘take the Swap and Save challenge.’ Four families who had never shopped in Aldi were given the task to complete a shopping diary. They were shown round Aldi and given the challenge to shop in Aldi for a month and capture their thoughts on the quality and taste of the produce they had bought. This was captured and dramatised in an integrated campaign spearheaded by TV.
Significant perceptual shifts among consumers.
The families saved on average 33% on groceries.