Targeting the Telegraph Reader for Aldi

Our Aldi press office team has been hard at work getting the broadsheets talking about Aldi’s range in the lead up to Christmas.

Some smart product positioning and rapid research has helped to deliver back-to-back Telegraph print coverage for the discounter this week.

After spotting Aldi’s new chocolate Christmas characters could be mistaken for Easter Eggs, the phrase ‘Chreaster Egg’ (Christmas Easter Egg) was coined. We then set the nation debating if they love it or hate it. Is the twist on tradition genius or a step too far? Everyone from shoppers on X to chefs, such as Kerstin Rodgers had a strong view – it also got not just one, but two Telegraph journalists wading into the debate. Talk about cracking coverage!

At the same time, we also popped the cork on some bubbly news to drive awareness of Aldi’s award-winning Champagne, just as shoppers start stocking up for the festive season. Our super-speedy research revealed just how much fizz goes to waste each year (spoiler alert: it's a lot!) We paired these shocking stats with expert tips from Clarion’s own ‘Very Clever Person’, Master of Wine, Sam Caporn on how to open a bottle like a pro. Cue page 3 coverage in Saturday’s edition. Cheers to that!

The Telegraph was just the tip of the iceberg for these two news stories as coverage appeared everywhere, from The Sun and Daily Express to the Independent and Tyla. Chreaster Eggs had Amanda Holden chatting about Aldi on Heart Radio – and they were even included in BBC Radio 1’s Quiz of the Week. All in all, an egg-cellent result.