Aimee, Caelan, Devan and Jack

Introduction• Why we choose the Aldi All Your Favourite things campaign

• Analysis of how the campaign was conducted

• How marketing communication theory may have been utilised throughout the campaign

• Evaluate how successful the campaign was

Aldi Favourite Things Campaign• The campaign first launched in Easter of 2015.• Why the campaign was launched.• Who here has viewed the Christmas advertisement?

(The Retail Bulletin, 2015)

Aldi Christmas Advert 2015

https://www.youtube.com/watch?v=k6qx7U_SuQE

Why we chose the campaign?• Aldi’s position in the market• The way they have adapted their campaign to suit the customer• The way they have adapted their campaign to suit the seasonality

(The Retail Bulletin, 2015)

How Aldi conducted the campaign• Who was the target audience?• Did they satisfy the target audience?• How the target audience can relate to the advertisement?

(Stewart, 2015)

The Media Platforms and Strategies used by Aldi

• The media platforms that are used by Aldi:The Television advertisement, #AldiFavouriteThings and Post.

(Stewart, 2015)

Semiotics - The Typography • Serif Typeface- Elegant yet simple.• Colour- White type resemblance to snow • Family Orientated- Easy to read for all generations.• Enhanced words- Emphasize the point.

Semiotics - The Image• Contrast- Variety of shades and tones used to highlight logo.• Different Generations- The importance of Christmas to everyone.• Family Orientated- Appeals to everyone in every age range through the

family.

The Evolution of the Campaign• Response to negative feedback from the #AldiLikeBrands Campaign.• “The high street copycats: Yes it's cheap - but the real secret of Aldi's

success is the ruthless way it apes the look of top brands... and often the quality is even better” (Anne Shooter, Daily Mail)• Negative comments stick just as much as positive.

The Evolution of the Campaign• Brand New Campaign #AldiFavoruriteThings released March 18th 2015

During Coronation Street Advertisement Break.• Released just before Easter to Advertise the Range of Good quality

Products that they had for family dinners and everybody’s Favorite thing to enjoy. For example : Chocolate bunnies, Fresh fruit and Wine.

The Evolution of the Campaign• Also Responded which a fridge full of food showing the full variety instead

of just singular items. • “The range at Aldi means you can do your full weekly shop with us and our

new advert showcases the quality of the products we offer at everyday low prices.” Natalie Mortimer, The Drum

AIDA Model• Made up from four steps in the selling process; Attention, Interest, Desire

and Action• Kitchen made the assumption that interest and desire relate to the product

(Kitchen, 1999)

Schramm Model• The campaign simplifies the message that Aldi are sending to the receiver,

who in this case is the consumers. • The simplified message that Aldi is putting out appeals to customers using

montage editing of the products selected in the ‘Speciality Food’ range

(Schramm’s Model of Communication 1954)

Successfulness of the Christmas campaign

• Mothers were influenced most by the campaign• However the John Lewis Advert was more preferred• ‘Man On The Moon’ closely followed by influencing 31 per cent of mothers

(Niche Magazine, 2015)

Appropriate for the target audience • Aldi reportedly spent £2.5 million to push the ‘Favourite Things’ TV

campaign• Most of its efforts into push Aldi's premium range 'Specially Selected' • #AldiFavouriteThings

(The Drum, 2015)

The persuasion of the target audience

• “Customers often talk enthusiastically about their favourite purchases from Aldi, so we wanted this advert to reflect that our stores are the home of everyone’s favourite things.” Tony Baines, Aldi. • A growth of 63.8% year on year for it’s Specially Selected range• Aldi’s market share has grown to a high of 5%

(The Retail Bulletin, 2015)

The persuasion of the target audience (Market Share)

• As Aldi is known for being a retailer stocking high quality brands at low prices • Gastronomic pleasure is shown throughout the campaign as prices of the food

shown isn't displayed • This effect was successful by Aldi as records have shown that Aldi's market share

has grown 5% since the campaign launched

(The Retail Bulletin, 2015)

The persuasion of the target audience(Brand Image)

• In conclusion the Aldi 'Favourite Things' campaign captivates the audience around the UK with the promotional strategy of advertising the 'Speciality Food' range • Using 'The Sound of Music Soundtrack' throughout both advertisements

with a melodic twist on the words creates a brand image for Aldi• Mums and family's the campaign has been voted the most effective seasonal

campaign, with over a third of Mums shopping at the discounted store (The Drum, 2015) • Indicating the success of the campaign as the target audience have

responded with an increase of sales pushing the premium range with a 63.8% growth year-on-year (The Retail Bulletin, 2015).

Did the Campaign achieve its aims? • The campaign showed a minor effect on profits as Aldi's sales rise overtaking the

competitor Waitrose • With Easter and Christmas being an expensive time of year Aldi wants to allow

customers to afford these times in the year.• Statistics show an increase in the market Aldi continue to rise with their iconic

advertisements.

(This is Money, 2015: Online)

Bibliography• The Retail Bulletin, 2015 (5)

• https://www.youtube.com/watch?v=k6qx7U_SuQE• Stewart, 2015 (2)• Kitchen, 1999

• Schramm’s Model of Communication 1954• Niche Magazine, 2015• The Drum, 2015 (2)• This is Money, 2015