Serviceplan secures an Effie Award with ALDI’s Willie Witloof campaign!

EFFIE Belgium has announced the winners for the EFFIE Awards 2022. The ALDI end of year campaign 2021, which was the result of a collaboration between Serviceplan, De Machine, Divide, Pivott, Publicis and BOA, was awarded an EFFIE Award during the presentation ceremony on October 6th .  

Willie Witloof is the hero of ALDI Belgium’s distinctive year-end campaign. The character highlighted ALDI’s festive, high-quality, and affordable end-of-year range. It first emerged as ALDI’s end-of-year ambassador and consumer helper in 2021. The end-of-year period is of great commercial importance in food retail. ALDI chose to support its communication in this festive period with an authentic animated figure. Willie Witloof provides a recognizable theme throughout ALDI’s end-of-year communication.

The choice of a chicory is not random; it’s a very popular Belgian vegetable during the end of year period. Willie Witloof is witty and smart; he brings emotion and life into the supermarket and into the lives of consumers of all ages. The character landed a distinctive power and emotional impact to ALDI’s campaign, resulting in a positive and engaging end-of-year story.
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