Adverting Campaign LO:1 Advert:3

Aldi - Like brands, only cheaper

The key message of this advertising campaign is that Aldi products are almost identical to branded products but they are a lot cheaper. The target audience for this advertising campaign is primarily women, particularly those aged 30 to 70 as they are stereotypically more likely to go to Aldi than men as it is traditionally seen as the woman's role to do the shopping for her family. Certain adverts in the campaign, such as the advert for nappies, will appeal more to the younger side of the target audience as they are more likely to have young families. Because of Aldi's reputation for being a "cheap" supermarket, the target audience in regards to social class is anything from C2 downwards on the NRS social scale as these are the people in society who need to be more careful with their money. In most of the TV adverts Aldi uses humour to engage its audience; such as the tea advert where the old woman says she prefers gin or the toilet roll advert where the bear advertising the product makes a reference to a well known inappropriate joke.

This advertising campaign was run primarily through TV advertising; this is because the target audience (women aged 30-70) are exposed to advertising mostly through TV. The TV adverts for this campaign were usually shown between 6pm and 9pm as stereotypically this is when women from the target age range will sit down and watch TV, after they have got home from work and made dinner and before they go to bed.

Before release Aldi would have to consider certain legal issues when producing their adverts as they show a branded product which they do not own the rights to so they
have to make sure they do not mention its name (unless they have permission to) or criticise it.