ALDI Creative Brief
ALDI CREATIVE BRIEF
WHY ARE WE ADVERTISING?
To change the way ALDI is perceived by young millennials by highlighting their selection, pricing, quality and ease of shopping.
WHO ARE WE TALKING TO?
The “DIY Minimalist” leads a busy life centered around work, school and other activities and hobbies that take up time in their day. They have no time to waste on regular routines; they are smart and practical in nearly every aspect of their lives, including grocery shopping. They view “adulthood” as a job, as though they are entrepreneurs of their future. Grocery shopping specifically is a sort of right-of-passage, just one of the many aspects of “adulting” they have mastered. Their independence is sacred to them and they feel accomplished by their ability to make decisions. Cooking at home rather than eating out is a conscious choice for health and financial reasons. When shopping for home cooked meals, they seek the best balance between quality and price. Any negative stigma about shopping at a discount store is irrelevant because they don’t need a lavish lifestyle, especially when they are finding quality products at incredible value.
WHAT DO WE KNOW ABOUT THEM THAT WILL HELP US?
“I’m stressed. You should see my calendar-- I’m constantly running from one thing to the next. Grocery shopping is just another thing on my ‘To Do’ list. The goal is to get in and out quickly, but if I’m being honest, I enjoy controlling what goes into my food. Understanding the importance of a healthy lifestyle and cooking at home is one aspect of my life I can hang my hat on. I am still figuring out how to “adult”, but hey, I’m getting the hang of it. I’m starting to develop my routine and I feel accomplished when I cross another thing off my list. I don’t need all the frills of grocery shopping. I just need a quick trip, reliable products and healthy food without breaking the bank.”
TAKEAWAY
ALDI’s curated selection is the balance between affordable prices and high quality that young millennials are looking for.
SUPPORT
- The ALDI proof points: selection, quality, price and ease to shop
- ALDI’s business model: how they can provide lower prices with the use of the quarter system, the no-bag policy and the ALDI Test Kitchen
- ALDI’s already existing reputation for having lower prices
TONE
Matter-of-fact (facts and humor), not kitschy, no bullshit
CREATIVE SPARKS
- ALDI is the middle child of grocery stores
- Often forgotten, but reliable
- Independent
- Hard to label
- Seeks out a role that is much different from the older children of the grocery industry such is Walmart
