ALDI All Year

ALDI, the national grocery store known for its everyday low prices, wanted to raise its profile among the TODAY audience, showing that it had a wide selection of reasonably priced, quality products, and drive shoppers to ALDI. The NBC News Brand Studio developed a year-long campaign that matched the interests of the TODAY audience while highlighting a range of ALDI products and including numerous CTAs driving to ALDI’s site, where readers could find their nearest store.

The TODAY audience is highly engaged with content that provides tips for making delicious, affordable meals, so the NBC News Brand Studio homed in on key occasions during each season, providing ALDI recipes with links to key ingredients and tips for easy, efficient prep and hosting. To increase traffic to ALDI’s site, a custom Rich Media Unit highlighting each season’s recipes drove users directly to ALDI.

The program exceeded benchmarks across all KPIs, including up a CTR on the Rich Media Units driving to ALDI of 140% above benchmark and average attention time on the articles 17% above benchmark.