Aldi’s Next Big Thing
It’s rare a PR campaign results in an entire TV series, but that’s exactly what happened with Aldi’s Next Big Thing. Clarion’s campaign to promote Aldi’s Great British offering and amplify its incredible value to attract new audiences resulted in a six-part TV series on Channel 4. A series watched by 7.5million people – and estimated to be worth at least £1.58million in terms of advertising value. A series that helped to generate 1,244 pieces of coverage and what’s more, additional sales for Aldi.
Millward Brown research showed consumer perceptions of Aldi’s British product range and support of British suppliers had fallen year-on-year. So our challenge was to raise awareness of Aldi’s British credentials and change shoppers’ perceptions, particularly among 16–34-year-olds and ABC1 consumers who were identified as having less positive views.
What we did
We expanded our previously run ‘Grow With Aldi’ competition from just spirits to all food and drink categories.
Together with production company South Shore, who were willing to produce the show at no cost to Aldi, and the Aldi communications team, we shaped a competition that would not only be interesting for your average British TV viewer, but that would deliver products Aldi could genuinely launch to market – all while providing multiple media moments above and beyond the show itself.
It was decided the show should be Dragon’s Den meets Masterchef in format, giving 36 suppliers the opportunity to win a contract of a lifetime. Channel 4 couldn’t wait to hear more, and so the show was commissioned as a six-part series, presented by Anita Rani and Chris Bavin to air at 8pm every Thursday from 20th October 2022. Each winning product would land on shelf the very next day after each episode aired to deliver direct footfall in to stores.
The accompanying PR campaign for the prime time TV show was designed to maximise coverage opportunities to the fullest, capturing news headlines, delivering national and broadcast profiles, regular product slots and a PR toolkit for all entrants - all delivering a steady stream of coverage over 2 months (plus an initial blast when we first put out the call for entrants).
• 7.5million tuned in making it the second most watched foodie show on Channel 4 in 2022.
• The show won big with 16-34 demographic (+44% volume & +59% share) and outperformed with ABC1 viewers too.
• In total, a staggering 1,244 pieces of coverage were achieved with a reach of over 360million.
• 99% of coverage included ‘provenance’ messaging. And YouGov Buzz scores, an ongoing independent consumer survey into brands, found our coverage impact score averaged at 68 - 12 points above Aldi’s average, while ‘buzz’ jumped +8.8% YOY.
• Social posts on Aldi UK’s channels secured a reach of 7.5million and 39K engagements. Anecdotally, viewers were impressed with the show, with an average of 85% positive/neutral sentiment, and comments including:
“Great programme, congratulations and well done Aldi for giving them all the chance to increase their business”.
• The cherry on the cake? The programme directly drove people to store with significant sell-through of all products featured. The winners of the 1st and final show both sold out within just 10 days.
• Three winners have all already earnt longer term contracts from Aldi. Little wonder there’s already a waiting list of businesses wanting to take part when the show returns.