ALDI

ALDI communicated its weekly offers through the paper leaflet. It worked. But paper costs rose with inflation and the model stopped being profitable. The challenge was not just about cutting costs: it was about replacing a format consumers knew and trusted, and ensuring digital maintained the same reach and impact on sales.

On top of that came the pressure to do it gradually, without losing market share during the transition.

We migrated investment from the paper leaflet to digital while maintaining the combination with TV and radio to preserve reach. Three fronts running in parallel.

First, we optimised existing Meta traffic: format and audience tests to improve the efficiency of every euro invested, coordinating media management with creative design so the digital leaflet had the same visual impact as the physical one.

Second, we diversified acquisition. We activated Google Ads and native and programmatic advertising platforms to reach audiences who do not consume traditional television and were not reached by the paper leaflet.

Third, we integrated digital media with traditional channels under an omnichannel vision. The combination of reach (TV, radio, residual print) with digital efficiency was what sustained the market share increase throughout the transition.