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ALDI North: The availability of freshness and variety increases

What is so special about fish filets, toothpaste or fruit and vegetables? ALDI supermarket answers this question in their new commercial in which the viewer is taken on a journey through the high-quality product variety at ALDI. The message is clear: yet again the range of goods of especially fresh products such as fruit, vegetables, meat, fish and pastries has expanded. The same goes for the extended weekly special offers.

ALDI North has decided that Monday and Thursday will not be the only days on which special offers are available, now Saturday will be the third special offer day. This means the availability of the non-food products will increase and will allow ALDI North to further expand their customer-oriented strategy. They clearly succeeded, for in the first half year of 2017, ALDI North grew 4.7 percent in Germany. "The present figures of the GfK (a German market research institute) show that we are going in the right direction with our customer-focused strategy. We will consistently continue this growth within the scope of our developments and the new marketing campaign," explains Kay Rüschoff, marketing director at ALDI.

The main subject of the new marketing campaign is the variety and freshness of ALDI's products. This is supported by a new slogan: Every day special - simply ALDI. "What is special about ALDI is that the products are daily of high quality, simple and of course low-priced. Our new marketing campaign makes exactly that which we have wanted for decades possible for our customers," explains Rüschoff. "Our strength is and remains the product. Therefore, we speak about what we are best at and that is offering great products for the best prices."

Every day special - simply ALDI
The new TV commercial premiered on Sunday the 17th of September at 8 pm on all the big German TV channels. Customers will stay informed about special offers 365 days a year. This will be achieved, for example, by rotating radio commercials. Additionally, over 10,000 posters can be seen in the ALDI North area. The main subject of the posters is the high freshness of discount products. The playful words on them, such as "native mineral treasures" for potatoes, can be found on printed as well as online advertisements.

The weekly issued ALDI magazine will also receive a fresh makeover. Also new is the Saturday as additional day for special offers. Customers can look forward to being able to buy more non-food products for a small ALDI price.

Modernisation of all ALDI North supermarkets begins
The ALDI supermarkets will also receive a makeover. The company group announced in July that about 2,300 supermarkets will be fully modernised. The project started early September and is the largest project in the history of ALDI North. The stores will become brighter, friendlier and more orderly. The goal is to create a better shopping experience for the customers. "Here we will have the right foundation and enough space to present our expanded range of fresh fruit, vegetables, meat, fish and pastries," according to Kay Rüschoff and he adds: "Every day special - simply ALDI!"

Source: ALDI North

Publication date: 9/18/2017


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