ALDI Australia is a supermarket giant, operating more than 570 stores across the country. ALDI Australia works to provide customers with high quality groceries and products at ‘permanently low prices’. One of ALDI’s most effective and consistent marketing techniques, is the use of catalogues, produced weekly for customers to collect in-store and receive by letterbox. Aldi’s annual caravan event showcases the supermarket’s wide range of travel accessories and targets grey nomads. In light of the pandemic, the team had to pivot for the 2021 campaign and brainstorm new ways to deliver sales return and success.

Method

• The catalogue centred images of families of all ages enjoying time outdoors, with coastal scenery and ALDI’s range of travel equipment showcased in the catalogue to present the Supermarket as a ‘one stop shop’.

The results

• The Caravan campaign received a 65% sell through of ALDI’s travel equipment range in the first few days of promotion, and an add on effect of increased sales in travel snacks.

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