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Contents
Contents .................................................................................................................................................................................... 2
Current situation in supermarket industry ....................................................................................................................... 3
Aldi and previous campaigns ......................................................................................................................................... 3
Current climate ................................................................................................................................................................... 3
Aldi within current situation ............................................................................................................................................ 4
Aldi Marketing communications .................................................................................................................................... 5
New Campaign ....................................................................................................................................................................... 5
Rationale behind the change ......................................................................................................................................... 5
Old approach, new content ............................................................................................................................................ 6
Objectives ................................................................................................................................................................................. 7
Target Audience ..................................................................................................................................................................... 7
Average targeted persona ................................................................................................................................................... 8
Reasoning ................................................................................................................................................................................. 9
Choice of Media.................................................................................................................................................................... 10
TV ......................................................................................................................................................................................... 10
Print...................................................................................................................................................................................... 10
Media Schedule .................................................................................................................................................................... 11
Budget ..................................................................................................................................................................................... 12
References
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