With parents worried about children falling behind with their studies during lockdown, we helped Aldi take a slightly different approach to the launch of their ‘Back to School’ range this year. Bespoke research suggests that 80% of parents find private tuition as being unaffordable, so Aldi teamed up with online tuition specialists ‘MyTutor’ to create a private online tuition Specialbuy that offers two one-hour sessions at a 55% discount compared to standard rates.

Launched to media alongside the usual array of school uniforms and accessories, the educational Specialbuy tapped in perfectly to the ongoing conversations around getting the nation’s children back to school and back on track with their learning. 

Like all Aldi Specialbuys – once they’re gone, they’re gone – but the initiative has been top of the class with media so far, generating over 30 pieces of coverage across print and online including The Telegraph, The Sun, Metro, Daily Mirror and OK! Magazine.