Aldi Print, Case study Fresh Prints by McCann Madrid

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Fresh Prints

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Industry Supermarkets
Media Print, Magazine & Newspaper, Case study
Market Spain
Agency McCann Madrid
Chief Creative Officer Monica Moro
Associate Creative Director Marta Llucia
Executive Creative Director Jon Lavín, Raquel Martinez, Maite Carrillo
Creative Director Fernando Cerezo, Eduard Cubel, Jaume Rufach
Art Director Fernando Cerezo, Max Gener
Copywriter Jon Lavín, Monica Moro
Production Craft
Released March 2018

Awards

Lions Communication 2018
Print & Publishing Lions Sectors > Retail Silver Lion Campaign
Print & Publishing Lions Innovative Use of Print Silver Lion

Credits & Description

Brand ALDI
Entrant MCCANN BARCELONA
McCANN MADRID Madrid, Spain Entrant Company
McCANN MADRID Madrid, Spain Idea Creation
CRAFT Madrid, SPAIN Production
CRAFT Barcelona, SPAIN Production
McCANN BARCELONA Barcelona, Spain Production
HAVAS MEDIA Barcelona, Spain Media Placement
McCANN BARCELONA Barcelona, Spain Additional Company
Mónica Moro McCann Spain Chief Creative Officer
Marta LLucià McCann Barcelona General Creative Director
Raquel Martínez, Jon Lavin, Maite Carrillo McCann Spain Executive Creative Directors
Fernando Cerezo, Jaume Rufach, Eduard Cubel McCann Spain Creative Directors
Mónica Moro, Jon Lavin McCann Spain copywriters
Fernando Cerezo, Max Gener McCann Spain Art directors
Eva Soler, Keyla Rodriguez McCann Barcelona Account Team
Raquel Aguinaga CRAFT Audiovisual Production
Sara Cuadrado CRAFT Graphic Production
Pere Pascual CRAFT Photographer
Adrian Botan McCann Worldgroup President of Creative Leadership Europe
Translation
We published an ad for our fresh products wrapped up in a newspaper page (Like they do in traditional markets). The page is the same one that appears in the newspaper on the left with some breaking news. See attached video.
Entry Summary
Fresh products are the reason that people choose supermarkets, they are the driver of a balanced diet in Spanish households: 52.1% of the food we buy are perishable goods (we buy perishables 251 times compared to 144 times for tinned or bottled products). In addition to raising awareness of quality supermarket products, they are key to generating frequency.
In Spain Aldi is a relatively unknown supermarket and nobody knows about its fresh products, but it really has one of the best ranges, quality products, it’s local and has low prices.
Brief
Raise awareness of the quality of Aldi products especially the perishables. One of the main features is the fresness of the products which Aldi replace daily.
Objectives
• Give visibility to the range of products
• Generate consideration
• Show that Aldi’s fresh products are good value for money