In 2017 Aldi launched its partnership with Olympian cyclists, the Brownlee Brothers, who are supporting ‘Get Set to Eat Fresh’, an educational programme initiated by the British Olympic Association and Aldi to engage 1.2 million young people by 2020.
Aldi aims to make a difference to real lives and to promote the benefits of fresh produce as part of a healthy lifestyle, whether you’re an athlete or a young person. This multi-channel marketing campaign is raising awareness of eating fresh fruit and vegetables to families throughout Britain.
The campaign is already having a significant commercial impact, increasing its ‘Super 6’ sales and share of the market.
Judges’ comment: "This campaign achieved fantastic coverage and buy-in, harnessing Olympic athletes to inspire young people."
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