Grocery retailer Co-op is looking to tackle price perceptions with its first-ever Aldi price match campaign, designed to highlight its commitment to its members.
Developed in partnership with creative agency of record VCCP, ‘Co-op Plot Twist’ celebrates reduced prices on everyday essentials such as fresh fruit, milk, eggs and bread, as it promises to match Aldi’s prices on over 100 essential items for members.
The campaign will be anchored by a 20-second spot that plays on the “surprise” of the brand’s new price match offer, communicating what it calls its “no-nonsense approach” to pricing, in a bid to speak directly to the everyday shopper.
“Through our first-ever Aldi Price Match campaign, we’re celebrating the often-overlooked fact that we offer great value on everyday essentials, continuing to deliver our brand promise of doing right by our members,” said Mel Matson, Co-op marketing director of food and masterbrand, Mel Matson said.
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“Price has often been viewed as a challenge in convenience shopping, but this new initiative aims to demonstrate that there is no compromise in value, quality, or range when shopping conveniently.”
The work will run across TV, video-on-demand, social media, print, out-of-home, radio, display, in-store and digital. Media planning and buying was handled by Dentsu.
VCCP creative director, Rachel Morris said: “We wanted to capitalise on the surprise the nation will feel when they see that Co-op price matches Aldi on everyday essentials, proving Co-op is continually striving to do right by its members time and time again.”
