German retailers Aldi Nord and Aldi Süd have created a joint advertising campaign, for the first time since the companies' foundation. The campaign will launch on 12 September, with ads on radio and TV, on billboards and in newspapers throughout Germany. An additional ad-campaign will run in cinemas from 20 October.
The theme of the joint Aldi campaign is 'Einfach ist Mehr', which translates as less is more. The campaign emphasises the groups' shared preference for no-fuss retail.
"We always focus on our customers' wishes, in all our decisions. In recent years, for example, we have modernised our supermarkets, developed our range and expanded our services. But we have kept our focus on simplicity, because less is more", said Kay Rüschoff, Director of Communications and Marketing at Aldi Nord.
Jeannette Thull, Director of Purchasing at Aldi Süd explained the theme of the long-term campaign in a similar way: "At Aldi, we focus on the essentials. By leaving out the frills, we create relief and space. Simplicity is the luxury of our time."
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Martha Sparrius. To subscribe to ESM: The European Supermarket Magazine, click here.
