Summary
Agency: Clarion Communications
The Challenge
To generate wide-spread national media coverage to drive fame and footfall to Aldi, whilst encompassing the brand’s tongue-in-cheek tone of voice to differentiate from its competitors.
The Solution
We gave a retro ice cream van an Aldi makeover before setting up in Battersea Park where our Aldi dogs served other dogs the ice cream.
These adorable images and a smart media strategy, which included creating video content exclusively for The Metro, enabled us to target news slots as well as product placement features and roundups.
To bolster our call to action and to get the product into owners' hands across the country, we partnered with ice cream van vendors in Brighton, Essex and Scotland who offered the ice cream free of charge to dog owners.
At the same time creative send outs were issued to targeted dog influencers to bolster brand presence and generate further talkability – this time on social.
The Results
440 pieces of coverage including 3 broadcast pieces and inclusion in almost every national paper including exclusive video content for Metro. This led to a sell-out product as consumers flocked to stores across the country – PR pawfection!