This document outlines an advertising campaign strategy for Aldi Biscuits in the Netherlands. It analyzes Aldi's current market position compared to larger international competitors and identifies perceptions that need to be changed. The campaign will use a mix of media including television, newspapers, radio, digital, and experiential activities. The goal is to build brand awareness and positively change perceptions of Aldi as only being cheap but also high quality by targeting consumers ages 18-49 with humor and messaging about affordable prices and nutrition.

1. ADVERTISING
CAMPAIGN
SEDUCTION

2. In Netherlands, Aldi Biscuits are doing
GOOD...
7,4%
MARKET SHARES
IN THE DUTCH
BISCUITS
& SNACKS
INDUSTRY
AVAILABLE IN
496
STORES
ACROSS THE
COUNTRY
4
AWESOME
BRANDS FOR
EVERYONE
BUDGET
FRIENDLY
QUALITY
TASTY

3. …But they are doing
BETTER
INTERNATIONAL GROUPS National companies!
LEADERS ON THE MARKET
(+30% industry market shares)
WELL-KNOWNGLOBALBRANDS
AGGRESSIVE MARKETING
PART OF DUTCH HERITAGE
Many have a 100 years of history
FAMILIARBRANDSBETTER MARKET UNDERSTANDING

4. NEGATIVE
PERCEPTION
LIMITED
PRODUCTS
LACK OF
AWARENESS
?
?
BIG
RETAILERS
COMPETITION
own
private
labels
ALDI
WHO ?
Cheap
=
Bad quality

5. CONSUMERS THAT YOU PROVIDE
HOW CAN YOU CONVINCE
HIGH QUALITY
AT THE LOWEST PRICE ?

6. “Aldi strives everyday to bring you high
quality biscuits at the best price”
WHO ?LOW-
MIDDLE
CLASS
UNINTENDED
FOR
STUDENTS &
SENIORS
LIVING
IN CITIES
NOT
CONCERNED
WITH BRANDS
NOR SERVICESMAINLY
WOMEN
LOOKING
FOR THE BEST
PRICES ON
THE MARKET
18-49
adults

7. mix media
TO ALTER
PERCEPTIONS
RADIO
PRESS
TV
INTERNET
BUZZ
PR
STREET
MARKETING
ABOVE
THE LINE
BELOW THE LINE

8. TELEVISION
TARGET : 18 – 49 y-o
VALUE & POSITIVE IMAGE
15-SECONDS COMMERCIAL
ON TERRESTRIAL TV
4 WEEKS, BETWEEN 8PM
AND 10PM IN SEPTEMBER
REACH MASSIVELY, ESPECIALLY TARGETED AUDIENCE
HUMORISTIC CONTENT TO REINFORCE POSITIONING

9. 15-seconds commercial
DuraMon: 4 weeks
NEWSPAPERS
REACHES A LARGE RANGE AUDIENCE IN A SINGLE DAY
CONTRAST BETWEEN LIGHT TONE ADVERTISEMENT
AND SERIOUSNESS OF CONTENT
5 ISSUES IN 12 NEWSPAPERS
½ PAGE COLOR AD
TARGET: 18-49 YEARS OLD
DAILY NEWSPAPER = DAILY GOODS

10. BUS SHELTERS
REINFORCE THE MESSAGE DELIVERED
BY OTHER MEDIA
REACH LARGE AUDIENCE
TARGET: 6-49 YEARS OLD
TARGET GEOGRAPHICALLY
1,500 PANELS OVER 3 WEEKS NEAR
SCHOOLS AND CITY CENTRES

11. RADIO
USED FOR SEASONAL PROMOTIONS
ENGAGE PEOPLE TO TAKE ACTION
ALSO USED FOR EVENT PROMOTION
30 SECONDS SPOT FOR 20 DAYS
DURING DRIVE TIME : 7 AM-10 AM
TARGET 25-49 y-o
SUPPORT OTHER MEDIA TO RAISE AWARENESS FASTER

12. DIGITAL
USE OF SOCIAL MEDIA
COOKING VIDEOS UPLOADED EVERY WEEK
MEDIA SPACE PURCHASED ON COOKING WEBSITES
ePR
TARGET: 18-49, MOTHERS,
JOURNALISTS
CUSTOMER-ORIENTED, FUN & INTERACTIVE

13. 5 min to 10 min -
PROMOTES NUTRITION
WITH TASTING
LESSONS IN SCHOOLS
PIERRE WIND
DUTCH CHEF FAMOUS
FOR HIS COOKING
PROGRAM
20 videos, upload every week
Dessert recipes with Aldi Biscuits
KNOWN FOR HIS
HYPERACTIVE
PERSONALITY
FAMKE JANSSEN
INTERNATIONAL DUTCH
ACTRESS AND FORMER
FASHION MODEL
ENGAGED IN VARIOUS
NGO
VEGETARIAN, SHE
CARES ABOUT
HEALTHY EATING AND
NUTRITION

14. ALDI KOEKKIE
BREAKS
For mothers and children
RAISE AWARENESS
LET PEOPLE DISCOVER ABOUT YOUR PRODUCTS
CHANGE PERCEPTION
ALDI BISCUITS = FAMILY-FRIENDLY & INEXPENSIVE

15. ALDI VENDING
MACHINE
6-70 years old, large audience
Increase brand
engagement & drive
consumer trial in a new
and exciting way

16. For adults 18-49 years old
POP-UP STORE
Co-branding with Douwe Egberts
BUZZ
Brand Image
New customers
Increased NOTORIETY
POSITIVE IMAGE
Focus on the Taste
Overcome negative perception

17. A strategy of Brand Image
ORGANIC AND GLUTEN FREE SEGMENT
RADIO
DIGITAL
SPECIAL CORNERS
TV SPOTS
LONG
TERM
POP-UP
DISTRIBUTION
CORNERS
LOW PRICES
THROUGH
LOCAL
SUPPLIERS
GLUTEN
–
FREE
P
R
O
D
U
C
T
promotion
PLACES
P
R
I
C
E

18. CALENDAR

19. CALENDAR

20. WHEN DO WE START ?