Having firmly established its pricing credentials and been festooned with awards for its own-label goods, Aldi is now looking to convey its CSR credentials in a new consumer marketing campaign.
Launching today, the Everyday Amazing campaign kicked off this morning with a series of national press ads, and a new TV advert will air tonight during Emmerdale on ITV1.
The ads retain Aldi’s tongue-in-cheek humour while also conveying messages about ethical practices in its supply chain, and how it treats employees.
These messages will include the fact that Aldi sells over 22,000 free-range chickens a week in the UK, that its Specially Selected Scottish salmon is RSPCA Assured, and it was the first UK supermarket to sign the National Farmers’ Union Fruit and Veg Pledge.
During the campaign Aldi will also seek to highlight that it topped the Groceries Code Adjudicator poll of suppliers on their relationships with the main UK retailers, and that it has the highest minimum hourly rate of pay for staff at £8.40.
Aldi UK marketing director Adam Zavalis told The Grocer the campaign marked an evolution of its strategy.
“There is more to Aldi than low prices,” he explained. “We are known for that but over the last few years the consumer definition of value has changed. The mission now is about fresh, healthy, affordable food that is of a high quality and responsibly sourced. This campaign will vindicate the decision of consumers who already shop with us, or will be a justification for those who may have had concerns.”
Tony Baines, joint MD of corporate buying at Aldi, added: “UK shopper expectations are higher than ever before - and rightly so. At Aldi UK, we’re proud to have been offering customers exceptional quality, ethically sourced products at unbeatable everyday low prices for more than 25 years.”
The new TV campaign will also have a focus on premium products after a survey of more than 2,000 shoppers carried out for Aldi found that nearly a third were buying more premium products than a month ago.
Aldi said its sales data showed an uplift on premium foods like Prosecco (116%) and Specially Selected Smoked Salmon (261%) over the same period.
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