No more choosing between high quality and low prices. In its new autumn campaign, ALDI brings its simplicity to life with the help of Serviceplan through a campaign where quality and price take centre stage.

In this campaign, ALDI makes full use of striking contrasts. Popular private-label products such as the well-known Daylicious lasagne, Lyttos natural yoghurt, Fou d’O and Tandil concentrated laundry detergent are portrayed on a gigantic scale to highlight their quality. The exact same products then appear in miniature format to reinforce their low price. Simple and smart, exactly what you would expect from a discounter.

"With this campaign, we are returning to our roots," says Isabel Henderick, Managing Director Marketing & Communication at ALDI Belgium."High quality at a low price is at the core of our DNA and the reason why more than 80% of Belgians now shop at ALDI. This campaign brings that promise to life in an extremely simple and credible way: smart shoppers do not have to choose between quality and price at ALDI. One clear message in often crowded advertising breaks, that too is ALDI."

The contrast also comes to life in five television commercials developed in collaboration with production company Reddust and Sonhouse. In the spots, people are surprised to encounter gigantic versions of selected private-label products.

The campaign extends this visual thinking into out-of-home advertising through a unique 2m² execution, where one of ALDI’s best-known private labels, Fou d’O, literally emerges from the billboard as a giant bottle.

"The choice of Fou d’O, which can loosely be translated as ‘crazy about water’, was no coincidence," adds Isabel Henderick."The brand was created and launched in Belgium in 2009. For more than fifteen years, it has symbolised ALDI’s philosophy: offering high-quality products at an affordable ALDI price."

The campaign was developed in collaboration with the ALDI Marketing team, Serviceplan, Publicis (media) and BOA, and will run from 5 October across television, out-of-home (OOH), online channels and social media.

Credits  

Client: ALDI  
Agency: Serviceplan Belgium  
Strategy Director: Francesco Caccamese  
Cultural Strategist: Loes Hendryckx  
Creative Lead: Catherine Hermans  
Copywriter: Nathalie Strybos, Catherine Hermans 
Art Director: Marc Thomasset, Bruno Hansen 
Designer & DTP: Justine Depape, Denis Roumegoux 
Motion designer: Justine Depape 
Account Director: Josine Sanfilippo  
Account Manager: Alice Simon  
Account executive: Sofie Goossens 

Digital agency: Plan.net  
Digital project manager: Silke Craenen, Amy Sonck, Loic Maritte

Social Media Manager: Natacha Liesenborghs  
Social Media Creatives: Ellen Pottoms, Louisa-Marie Van den Heede 

Media Agency: Publicis  
 
RTV Producer: Annemie Decorte 
Production compagny: Reddust  
Director: Wilson Verstreken  
1st AD: Otke Verhelst 
Dop: Dries Delputte 
1st AC: Joris Rymen 
Gaffer: Rayan Imoula 
Key Grip: Benjamin Speyer 
Styling: Fiona Rombaut 
Mu & Hair Artist: Evara Collin 
Offline editor - VFX & AI artist: Elke D’haese 
Grading: Fons Van Overbeke, Alpenglow 
Grading producers: Maarten Verstraete & Florian Keirse, Alpenglow 
Executive producer: Sander Claessens 
Line Producer: Geert De Wachter 
Production Assistant: Sander Isenborghs

Audio post production: Sonhouse

Contact 

HOC TEAM I brussels@house-of-communication.com

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