Aldi Nord is voluntarily foregoing margin and massively reducing the prices of fruit and vegetables. After the drastic price cuts for coffee, butter, and cooking oil, the inventor of the discount store is thus once again reducing the prices of important everyday products.
Cheap gets even cheaper: From April 17, the inventor of the discount store is launching a major price campaign in the fruit and vegetable sector. In the coming months, Aldi Nord will be waiving part of the margin on fruit and vegetable items for daily use from its permanent range to reduce customer prices. At the start of the promotion, for example, vine tomatoes cost only 2.99 euros instead of 3.49 euros (14 percent less). In addition, of course, there are still weekly promotional items at the original Aldi price.
"We have decided to deliberately forego margin in order to provide our customers with the best possible support in these difficult times. For this reason, we are focusing on fruit and vegetable items that our customers need every day," says Lars Kürten, Managing Director of National Category Management Aldi Nord.
"We inform our customers about our permanent price reductions not only directly in the store, but also via our social media channels, our website, in our digital brochure, and via radio advertising," explains Gianfranco Brunetti, Managing Director Marketing and Communications Germany at Aldi Nord.
Freshness is also the focus of the new marketing campaign
In line with the permanent price reductions, the discounter is promoting fresh fruit and vegetables as the focus of the new marketing campaign, which is being implemented together with Aldi Süd, with crisp carrots, fresh asparagus, and lush green lettuce in close-ups. Under the motto "Fresh every day, always good value," fresh fruit and vegetable items are advertised weekly at the best price with the Aldi low price promise in an eye-catching way. The campaign relies on the triad of price, product, and relevant seals.
Starting tomorrow, April 15, the 360-degree campaign can be seen on all channels, including TV, print, radio, online, out-of-home, PoS, and social media. Another creative implementation will be seen in some major cities in Germany: around 1,000 rental bikes from the provider NextBike will be on the road wearing the Aldi look during the campaign period in Hamburg, Leipzig, Dresden, and Essen, among other cities. The TVC can be viewed on the Aldi Nord YouTube channel, among other places.