ALDI

“Stay Healthy” 

Insights:

Health-conscious shoppers want fresh, healthy produce, but they also look for a brand they can trust for both quality and sustainable pricing.

Supporting Evidence:

76% of American consumers who purchase organic food claim to get healthier food.(The Conscious Insider, 2024)

Idea:  

ALDI supports healthy living, providing fresh, healthy produce at affordable, sustainable prices. The message “Stay Healthy” connects food consumers’ desire for health and self-care.

Concept development:

I created a visual metaphor of the human stomach shaped like a mango. It is the connection between fresh produce and the internal health of the human body. This enhances the visual clarity and makes the message more relatable to the viewer.

Execution:

3 OOH – Street poster: Featuring a minimalist mango-stomach illustration, effectively conveying a message about health to viewers

1 Digital social media post: from Aldi Instagram. Using ALDI products to share ideas and new recipes using vegetables combined with healthy proteins. Attaching images and the hashtag campaign #stayhealthy

1 multi-in-store display: Enlarged illustration in the shelf area displaying Aldi products to convey the message of buying healthy products to customers

Strategic rationale:

Clear visual message: The sketch of a mango and a stomach creates a direct link between fresh produce and inner health. The message is healthy living for everyone.

Brand positioning: ALDI is a reliable source of fresh, high-quality food at a sustainable price.

Targeting customers aged 20–50 who are concerned about balancing health with sustainable, sensible shopping

Target audience: 

Adults aged 20–50 who care about and value healthy eating, choosing fresh food, and taking care of their health.

SMP:

Fresh, affordable, and healthy choices.

Reference:

Hu, T., Al Mamun, A., Reza, M. N. H., Wu, M., & Yang, Q. (2024). Examining consumers’ willingness to pay premium price for organic food. Humanities and Social Sciences Communications, 11, 1249. https://www.nature.com/articles/s41599-024-03789-6#:~:text=The%20results%20reveal%20that%20consumers,premium%20prices%20for%20organic%20food.