EFFIE Belgium has announced the finalists 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, is one of the finalists with a chance at securing an EFFIE Award during the presentation ceremony on October 6^th .

Willie Witloof was the hero of ALDI Belgium's distinctive year-end campaign. The character highlighted ALDI's festive, high-quality, and affordable end-of-year range and emerged as ALDI's end-of-year ambassador and consumer helper. 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 provided a recognisable theme throughout ALDI's end-of-year communication.

Willie Witloof, ALDI’s famous chicory - very popular Belgian vegetable during the end of year period - is witty and smart; he brings emotion and life into the supermarket and into the lives of consumers of all ages. The character lended a distinctive power and emotional impact to ALDI's campaign, resulting in a positive and engaging end-of-year story.