ALDI: Misplaced

August 31, 2020Filed under Outdoor and Retail Services

At a time when French attitudes towards consumption are changing, the traditional model of the mass retail sector is losing market share every year. It's within this context that ALDI has committed to a different model revealed in its brand platform last January: "The Place of the new consumer".

A brand platform that embodies ALDI’s new consumption model: small, more responsible, more local, qualitative and price oriented. To promote ALDI’s commitment to no variation of price from one ALDI to another, ALDI displayed the prices of its summer products on billboards posted in the four corners of France, but... not in the right place! Thus, the price of the vanilla-chocolate cone on the billboard posted in Nice was valid at ALDI Nantes, on the other side of France, and vice versa.

Advertising Agency:Ogilvy Paris, Paris, France
Presidents:Matthieu Elkaïm, Emmanuel Ferry
Chief Creative Officer:Matthieu Elkaïm
Creative Directors:Julien Bredontiot, Alexandra Offe
Sales Team:Thomas Crouzet, Alice d'Anglejan, Anna Silve
Strategic Planning:Fanny Camus Tournier, Martin Denoix
Print Producer:Valérie Saulnier, Florence Loshouarn
Tv Production:Julien Sanson, Barthelemy de Champsavin, Lucille de Chateaubodeau
Sound Producer:Céline Bazard
Studio Manager:Jean-Jacques Hubert
Sound Assistant:Mallaurie Guittard
Chairman:Jean-Philippe Chevret
Business Partner:Elodie Courreau
Account Executive:Sébastien Roitel
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