ALDI Misplaced
ALDI France
Issue 57 | December 2020
Agency
Ogilvy Paris
Creative Team
Chief Creative Officer Matthieu Elkaim Creative Directors Julien Bredontiot, Alexandra Offe
Production Team
Print Producers Valérie Saulnier, Florence Loshouarn TV Production Julien Sanson, Barthélémy de Champsavin, Lucille de Chateaubodeau
Other Credits
Business Partner, NEO Elodie Courreau Account Executive, NEO Sébastien Roitel Presidents Matthieu Elkaim, Emmanuel Ferry Account Team Thomas Crouzet, Alice d'Anglejan, Anna Silve Strategic Planning Fanny Camus-Tournier, Martin Denoix
Date
Summer 2020
Background
There was a perception in France that the price of products sold by the big supermarkets could vary from region to region.
ALDI had committed to a new brand positioning based on a new consumption model: smaller stores, more responsible, more local, qualitative and price oriented.
Central to this was no variation of price from one ALDI to another.
Idea
To show that ALDI's prices were the same across France, ALDI displayed the prices of its products on billboards posted in the four corners of France, but not in the right place.
The idea was to get the locations of the ads so wrong they were right.
Thus, the price of the vanilla-chocolate cone on a billboard posted in Nice was valid at ALDI Nantes, on the other side of France, and vice versa.
The French people took to Twitter to point out ALDI’s “mistakes”, which contributed to the campaign’s success.
Our Thoughts
In these trying times it has not escaped notice that the retail sector has flourished. In many parts of Europe shoppers believe price gouging is rife, their supermarkets exploiting the situation. This campaign isn’t just about price consistency, then, it’s also a reassuring message to consumers that they won’t be ripped off at ALDI.