Seasonal Marketing
This category will honor those efforts that effectively capitalized on a season, holiday or cultural event to drive results for their business.
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2018 SILVER
How Aldi won Christmas with the help of a humble carrot
Despite having a winning formula as a deep-discounter supermarket Aldi still had an issue at Christmas. Its core shoppers spent disproportionately more than average on making their Christmas special, but they didn’t spend it all with Aldi, trading up-and-out into other retailers. By creating and sticking with Kevin the Carrot over Christmas 2016-2017, Aldi stayed more top-of-mind for its shoppers, built an emotional connection with the brand and showcased its range. Aldi reduced its Christmas dip in market share and became the fastest growing supermarket of Christmas 2016 and 2017.
Brand:
Aldi UK
Client:
Aldi Stores
Agency:
McCann Manchester
Language:
English
2018 SILVER
FINALISTS
Tourism Australia
The Off Season
Doritos
Bold Love
QuintoAndar
Mosquito vs Mosquito
