Case Study: Introducing New Markets to A Unique Shopping Experience Through Targeted Media Buys

ALDI Food Markets is a major grocery retailer that continues to expand its U.S. reach, now offering its unique everyday-low-price shopping model to customers in over 1,000 stores nationwide.

ALDI was poised for significant growth, yet was concerned it was not reaching enough new shoppers, as same-store sales in mature markets were lagging. Weekly print circulars were still being used as its sole marketing medium, which research supports is primarily effective in reaching a store’s own shoppers, but has less value against converting other stores’ customers. However, ALDI’s available advertising spending was limited for expensive broadcast options.

Goals included: develop and execute an affordable media test in key markets that could produce quantifiable results and energize the organization.

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