The company
ALDI is one of the best-known and most successful discount retail chains in the world, consisting of the two corporate groups ALDI North and ALDI South. With over 11,200 stores in more than 20 countries, ALDI is one of the ten largest retail groups in the world. Since its foundation over 100 years ago, ALDI has stood for the principle of discounting: High quality at unbeatable prices. The product range consists of 90% own brands, which stand for quality and price awareness and cover the needs of customers in all situations.
Goals
While economic and social uncertainties are on the minds of customers, ALDI once again positioned itself as a reliable basic supplier with the “Good for everyone” campaign. The aim was to strengthen customer confidence in the brand and attract new customers by emphasizing that ALDI stands for quality at the best price, even in difficult times. The focus was on showing that ALDI is part of its customers’ everyday lives and offers quality that is accessible to all.
Realization
The 360-degree multi-channel campaign was implemented in TV, print, radio, online, out-of-home media and social media. A particular highlight was the innovative use of bicycle advertising: between June 1 and July 14, 2024, ALDI had a total of 5,600 bicycles branded in eight major cities in Germany with the “Good for everyone.” message in various versions. These bicycles were not only mobile advertising media, but also served as a symbol of sustainability and mobility. The creative visuals on the bikes were designed to attract the attention of passers-by and effectively convey ALDI’s core message of making quality accessible to all. The bikes were on the road in busy urban areas, ensuring maximum visibility. The mix of different advertising media ensured that ALDI was present in people’s everyday moments and that the brand remained approachable and relevant.
Results
A total of 352,521 rentals were registered during the campaign period, and the branded bikes covered an impressive 669,789 kilometers – the equivalent of 16 trips around the world. This extensive mobility generated more than 473 million gross contact opportunities, ensuring high visibility for the campaign. The branded bicycles not only achieved a high reach, but also a strong emotional response from the target group. Another particularly positive aspect is the saving of 124 tons of CO2, which reflects the growing awareness of sustainability among consumers. Through the successful combination of mobility and advertising message, the bicycle campaign impressively underlines how ALDI positions itself as a reliable partner in the everyday lives of its customers.
