Role: Creative Strategy Lead | Deliverables: Research analysis, audience definition, key insight, messaging idea, creative brief, creative thought starters, client presentation

Creative Strategy - Brand Campaign

ALDI

Delivered $1.8 million incremental revenue in 3 months

Challenge: ALDI’s existing brand campaign reinforced perceptions that its products, all unknown private labels, were very low quality. Previous campaigns failed to overcome the brand’s biggest barrier because they focused solely on price.

Insight: People either loved or hated ALDI. Less than 25% of the latter believed ALDI sold high-quality products. On the flip side, loyal ALDI customers loved the brand because they knew they didn’t have to sacrifice quality for low prices. Haters would rethink ALDI if they understood why loyal customers were so passionate about it.

Creative Approach: Communicate the simple magic of ALDI - low prices and high quality without tradeoff - and humorously highlight the common sense value it offers in comparison to expensive national brands.

Creative Strategy - Brand Campaign

ALDI

Delivered $1.8 million incremental revenue in 3 months

Challenge: ALDI’s existing brand campaign reinforced perceptions that its products, all unknown private labels, were very low quality. Previous campaigns failed to overcome the brand’s biggest barrier because they focused solely on price.

Creative Approach: Communicate the simple magic of ALDI - low prices and high quality without tradeoff - and humorously highlight the common sense value it offers in comparison to expensive national brands.

Creative: