15 Meals for £15 with Aldi
When the Department for Education announced the free £15 school lunch voucher scheme would be continued during the pandemic, our job was to make the nation aware that Aldi were on board – it also acted as the perfect platform to talk about the supermarket’s great value versus competitors.
We teamed with TV Nutritionist Lily Soutter to create two nutritional kids’ meal plans - The ‘Brain Booster’ and ‘Veggie Variety’, each costing the value of a government lunch voucher (£15). Featuring 15 meals each – the meal plans provided 10.9 more meals than the average parent currently makes with a budget of £15 per child, according to research commissioned on behalf of the supermarket.
Designed to give media an excuse to talk about the meal plans, the research also unveiled ‘a third of parents are in need of inspiration when it comes to meal planning’ - and ‘one in four feel it costs more to make healthy options’ (but not with Aldi!).
Blanket national and regional coverage was achieved including full page features in The Mirror, Daily Express and Daily Record. The PR campaign also delivered content for Aldi’s wider marketing channels including its website which saw 16,000 meal plan hits on launch day.