At the beginning of 2022, Serviceplan has developed a campaign for ALDI called 'Vers Vlees', 'Fresh Meat'. Meat is still a primary component of our plates. However, a large proportion of ALDI's customers do not know that they can find fresh, local meat at ALDI. 

Together with Serviceplan, ALDI ran the campaign in a variety of media, such as TV spots, print and digital advertisements, social networks and in-store, including POS communication. 

But this year, it's not just meat that's fresh at ALDI. The brand has been given a new look with a completely new rebranding: a slogan that is as close as ever to its values - 'ALDI, the smart choice' - and beautiful shades of blue, among other things.

With Serviceplan, the brand illustrated the smart choice of buying meat from ALDI. Several strong arguments were put forward in the campaign, including: 90% fresh meat of Belgian origin and the traceability of this meat thanks to their 'ALDI Transparency Code' tool, ATC (a QR code present on all packaging allowing the origin of the meat to be traced).

In collaboration with BOZON production company and SONHOUSE sound production agency, Serviceplan has brilliantly integrated the rebranding of the brand into the new campaign spot. Adapted in 25" and 15" versions to meet the different needs of the communication strategy, the spot was shot in a set with the new colours of the brand. A "fake home" setting that nevertheless lacks the warmth of a family meal and further reinforces the idea of simplicity and proximity. 

And the icing on the cake, or the thyme on the prime rib: the campaign was reinforced by a 'Scratch and Win' competition that runs in parallel in the shops. Serviceplan was able to integrate the promotion of this competition into the 'Towards Vlees' campaign.