Aldi communicates key social distancing messaging dynamically at scale

By utilising dynamic templates together with in-store traffic data, Aldi are able to inform and support their customers.

1000+

Stores Targeted with Localised Creative

3,400+

Assets Created from One Dynamic Template

5

Days to Setup and Launch Automation

The challenge

Aldi is one of the fastest growing supermarket chains in the UK, and one of the biggest globally. In response to the Covid-19 pandemic, Aldi aimed to leverage their store traffic data to communicate key social distancing messaging and manage footfall to stores, helping to promote the quietest times to shop for consumers concerned about visiting physical stores.


The solution

Using Spirable’s dynamic creative technology, Aldi and their agency Universal McCann were able to target hundreds of stores with tailored, localised ads across Facebook and Instagram. The colourful and eye catching creative dynamically tapped into in-store traffic data to show customers when their nearest store was quietest.

Aldi wanted to support their customers as soon as possible with this solution, and so agility was key in launching the campaign swiftly. By working together with Spirable, Universal McCann were able to facilitate and achieve all of the necessary setup within 5 days.


The result

Over the course of 5 weeks, Aldi was able to automate the distribution and updating of ads across more than 1,000 stores, each with their own unique localised creative. Overall more than 3,400 assets were created from a single dynamic template.

The speed at which Aldi and Universal McCann were able to put the campaign live allowed the brand to react quickly to an unprecedented crisis and support their customers with vital information. The ads helped to manage footfall and reduce queues outside of Aldi stores across the UK, providing customers with the confidence and peace of mind they needed to shop safely.

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