ALDI and Serviceplan recently unveiled a fresh new summer campaign and Serviceplan’s first ever Back To School campaign for the brand. These are the first two tangible results of the cooperation between the retailer and its new lead agency.
Serviceplan developed a 360° summer campaign that highlights ALDI’s wide range of fresh products, in particular the range of fresh Belgian meat products. Strategically and tactically, it furthers the communication that had previously been developed for the Belgian and Luxembourg market. The focus is on high-quality products at low prices.
This first campaign is one of the first results of the Virtual ÜberCreative Board that was launched in Brussels by Jason Romeyko, Worldwide ECD of the Serviceplan Group. This pilot project, set up as a result of the pandemic, aims to strengthen the local teams in an integrated manner and remotely with the various expertise built up in the global Serviceplan group. The first litmus test in the form of this summer campaign has already been a great success.
The summer campaign kicked off with a TV ad directed by Indra Siera, which invites all Belgians to enjoy breakfast, a picnic, a snack and a barbecue wherever they like. The scenes demonstrate that ALDI’s fresh products are accessible to everyone. The existing slogan in Dutch of “Stuk voor stuk vers” was retained and translated into “Le Goût du frais” for the French-speaking market. Summer advertisements appeared in the Belgian and Luxembourg regional press and POS material was developed in the style that was so popular with the pitch. In cooperation with Pivott, the “House of Communication” managed the whole rollout in digital and social media.
In addition, Serviceplan also created the very first Back-To-School campaign for ALDI Belgium, and by so doing immediately made a little piece of brand history. To handle production costs in a smart manner, the TVC was shot simultaneously with the summer film. And to ensure brand consistency, work continued in the strikingly fresh style of the summer campaign, with the same production house, the same creative crew and the same mechanics of transitions between scenes: hands giving different products to each other. The soundtrack of the summer ad was slightly altered and was recorded in a version with a schoolchildren’s choir.
The first two fruits of the sweet cooperation between Serviceplan and ALDI have certainly given us a taste for more !