Aldi’s 'Rosé Degrees' Billboard

The Challenge - To drive widespread coverage and build brand love for Aldi this summer.

What we did

Launched the UK’s first-ever drinkable billboard that served one of Aldi’s best-selling rosés when the weather hit the magical temperature of 19.2C or ‘rosé degrees.’

The perfect temperature was uncovered by consumer research, which also revealed a host of other interesting rosé related stats, including just how many Brits have tried the ‘spicy rosé’ jalapeno tiktok trend, and that the Northeast is home to the nation’s biggest rosé lovers. 

The billboard was unveiled in St Ann’s Square, Manchester on 8th June exclusively to media and influencers, before being open to the public who were only too happy to try a glass of Aldi’s Specially Selected Coteaux Varois En Provence on a beautifully sunny day. 

The result

146 pieces of coverage were achieved in the likes of The Telegraph, Forbes, Tyla, Daily Star, with a reach of over 77million. Over 4,000 glasses of rosé were sampled to the public. Sales of Aldi’s rosé wine jumped 50% during the event, while sales of the Coteaux Varois En Provence jumped an incredible 150% week on week. Cheers to that!