A retailing success story
This global supermarket chain rapidly accelerated its growth through well-priced, high-quality products, including its ingenious ‘Specialbuys’.
By February 2017, it had overtaken Co-op and Waitrose to become the United Kingdom’s fifth-largest supermarket retailer.
The brand has embraced social media, with a particular focus on showcasing current promotions across Facebook.
Read on to discover how we partnered with global PR giant Weber Shandwick to take a ‘slow’ approach to a fast-paced campaign…
‘Specialbuys’ are seasonal offers that help to drive footfall and meet customer demand – from BBQs in summer to heated blankets in winter.
They are a vital part of Aldi’s retail strategy and are heavily advertised via in-store leaflets, TV advertising and social media – which is where we came in.
During summer 2016 Aldi wanted to promote key food Specialbuys, linked to specific events, under the campaign theme of #SizzlingSummer.
The brief was simple; create a range of stylish ‘food porn’ video clips for distribution via Aldi UK’s Facebook page, only featuring products (food and otherwise) sold by Aldi. In just one day.
The right treatment
Speed is the key to engagement on social media – short, quick-fire videos generate the best returns.
We knew we needed lots of product shots to make each film more dynamic, but we also needed to hold the viewer’s attention. It was time to roll out the slo-mo cameras.
Shooting in slow motion allowed us to add stylish movement to the ingredients, without a blurry mess blasting across the frame.
Simple and memorable
We needed to make each amazing product the star of the show.
We therefore opted to shoot on a plain wooden base with a complementary pastel backdrop (which also gave the films a lovely summery feel).
The treatment teased individual ingredients from a recipe, before revealing an eye-catching completed dish!
Bringing it all together
We took our inspiration from the treasured (and unpredictable) Great British Summer.
We picked key summer moments, like National BBQ Week and Wimbledon, to provide some set reference points, plus created reactive content for ice lollies and watermelon drinks for whenever a hot, sunny day was forecast.
The videos were filmed in one hectic day in a studio in central Manchester by our team, who spent most of it trying to wrangle escaping avocados!
Running over the summer, the films were marketed directly by Aldi and averaged more than 50,000 views each.
Perhaps more importantly, the delicious recipes drew plenty of comments and shares from hungry viewers!
Could you drive your campaign with vibrant, shareable content?
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