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Web Film
ALDI: The Real Surprise of Christmas - Foie Gras
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ALDI is mainly known for its low prices, but not enough for the quality of its products. We often tend to think that the more expensive a product is, the higher its quality. So, in order to show consumers that it is possible to find quality products even at low prices, ALDI decided to shake up this preconceived notion by conducting ... consumer taste tests. The brand and its agencies started from a simple observation: the French want to consume quality products, especially during the holidays. So, the brand sought to demonstrate that it is possible to enjoy quality products at Christmas, without going broke. To achieve this, a study was conducted by Ipsos France in September 2020 with a panel of 313 consumers. The study involved tasting the same ALDI- branded product displayed at three different prices: low, medium and high. The result was indisputable: on average, 81% of respondents preferred the product when the displayed price was the most expensive*. And yet, it was the same ALDI-branded product sold at the lowest price each time. Based on the results of this study, an integrated communication campaign was developed consisting of two TV films, three web films, a press campaign—and, further infused through social media, display, radio and catalog. A campaign that bears its name rather well as the astonishment that appears on the faces of consumers when they learn that they have been influenced by the price is immense. But «The real surprise of Christmas» is to learn that it’s not necessary to pay for the most expensive product to find it good! And, this is equally great news on the French pocketbook as well!
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