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On the buses with Aldi wrap

Aldi recently used vehicle graphics as part of a special campaign to help promote its status as the cheapest supermarket in Great Britain.

Jun 5 2023
By Rob Fletcher
Category Feature

Aldi recently used vehicle graphics as part of a special campaign to help promote its status as the cheapest supermarket in Great Britain.

Founded in Germany way back in 1946, Aldi has expanded its network to more than 10,000 stores around the world, with its brand reaching all across Europe and far afield as the US, Australia and China.

In recent years, Aldi has witnessed significant growth in Britain, with its lower prices proving popular and more shoppers switching from the more traditional supermarkets to discount chains such as Aldi.

Now the fourth largest supermarket chain in Britain with over 990 stores, Aldi has continued to roll out a host of innovative and eye-catching marketing campaigns as it seeks to grow its network further.

The latest initiative was focused on Aldi being named the cheapest supermarket in Britain for the second consecutive year by consumer choice specialist ‘Which?’. At the centre of the campaign was a specially decorated double-decker bus, which was wrapped in the colours of Aldi’s branding and put to work in Aylesbury in Buckinghamshire.

The wrap design also featured text promoting Aldi’s cheapest supermarket status, as well as a large image of Aldi’s logo.

What made the campaign all the more special, and rather tongue-in-cheek, was how Aldi used the bus. Rather than wrap a standard bus for normal use, Aldi took charge of its own bus that stopped at specially placed bus stops outside other major supermarkets, offering customers the opportunity to hitch a ride to the nearest Aldi store.

Bus stops were located outside supermarkets such as Tesco, Asda and Sainsbury’s, with an on-board conductor encouraging shoppers to ditch their planned trip and instead try out a nearby Aldi.

“We’re so proud to have been named the UK’s cheapest supermarket for the second year running, we wanted to share the good news with customers and what better way than by giving shoppers a free ride to come and experience the lowest prices for themselves,” Aldi UK’s head of buying Julie Ashfield said.

Recent research from data analytics and brand consulting business Kantar showed that more than two thirds of British households now shop with Aldi, it the third most popular grocer ahead of Sainsbury’s.

The study found households switched over £300m in grocery spend to Aldi during the first quarter of this year to help save money amid an ongoing cost of living crisis in Britain. The analysis also showed that Aldi shoppers are buying more items per visit than at any other supermarket.

In related news, Which? has named Aldi as the cheapest supermarket for the last 10 months in a row.

In its latest comparison, Which? found on a basket of 41 items, full-price supermarkets were 15% more expensive on average, with Aldi costing £72.54, compared with Tesco at £81.58, Morrisons at £83.63 and Waitrose at £92.55.

Main Image caption: The bus picked up shoppers at specially placed bus stops outside other major supermarkets such as Asda

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