Going Back to School with Aldi
The school summer holidays were barely underway when we unveiled Britain's "lowest-priced school uniform" for Aldi – costing a mere £4.
The early start put Aldi one step ahead of rival retailers, ensuring they led the ‘Back to School pricing’ news agenda, and reaped the benefit of early in-store sales.
To reassure parents about the quality of the range, we garnered endorsements from some of Britain’s leading parenting bloggers. We asked them to test the uniform with the real ‘experts’ – their children – who put the range through its paces on a vigorous playdate at a soft play centre. The resulting video content, and testimonials, ensured 69% of all coverage successfully communicated quality as well as price.
We generated 116 positive press articles including Daily Mirror, Daily Mail, Daily Express, Sun, Daily Star and Good Morning Britain, and the video alone was viewed over 250,000 times. Aldi’s share of the total Back to School market increased by 3% vs the previous year (SOURCE: Kantar).