As a solution, Aldi invites consumers to change these expressions by replacing those fruit and veg names with near-obsolete words, like video club, sms or fax. To this end, the chain has created a microsite where users who want to participate can add their proposals, vote for their favourite expressions and share them on social media.
For the launch of the campaign, Aldi has created an online video that highlights, in a humorous way, the dialectical problem, using it to raise awareness about the consumption of fruits and vegetables. In addition to the audio-visual piece, the campaign also features outdoor advertising, radio ads and collaborations with some gastronomic influencers.
The campaign has been designed by The Back Room - McCann Barcelona and has been launched at national level.
Aldi is of German origin and has more than 5,000 stores distributed in 9 countries. Its entry into the Spanish market took place in 2002 and it currently has more than 260 stores.