CONSUMER CAMPAIGN: Aldi gets under consumers' skin

Aldi launched its £1.89 Siana Anti-Wrinkle Day and Night creams earlier this year at its 374 UK stores.

Campaign: Aldi's Amazing Hope in a Jar
Client: Aldi
PR team: Kavanagh Communications
Timescale: January - March 2008
Budget: Less than £10,000

Objectives
To put Aldi's skincare credentials on the map with ABC1/C2 females aged over 30. To increase sales by 20 per cent.

Strategy and plan
Kavanagh faced two major obstacles: the beauty media's perceived bias towards 'high-end' products and the public's alleged perception of Aldi as a downmarket brand.

After the Aldi Day Cream topped an independent study of skincare products, Kavanagh challenged leading beauty writers and bloggers to test its two creams against high-end brands. It also ran a parallel campaign to change Aldi's brand perception.

Measurement and evaluation
The campaign was launched in the Sunday Mirror magazine Celebs on Sunday, whose readers voted Aldi's Day Cream the best mass-market skincare product of 2008. The story was picked up by the Daily Mail, The Daily Telegraph, The Sun, the Daily Mirror, BBC Radio 2 and Marie Claire.

Results
Sales rose by 1,500 per cent at the end of the first week and there was a 25 per cent year-on-year footfall increase in Aldi stores. In June, consumer product index TNS Worldpanel listed Aldi as the UK's fastest-growing retailer.

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