17 August 2019
By Bryan Smyth
Ruth Meade and Rob Armstrong from Riverstick, Co. Cork have been chosen to star in Aldi’s new ‘Swap and Save’ multi-media advertising campaign, which kicks off this week.
Reminding shoppers about the saving that can be generated by swapping their weekly shop to Aldi, the campaign will feature TV and press adverts, in-store point-of-sale branding and digital adverts. The shopping experiences of seven new, very different families are documented.
Ruth and Rob will feature in the press, digital and in-store point of sale adverts.
The Swap and Save campaign tracks their shopping spend over eight weeks – four weeks shopping as usual, and four weeks shopping at Aldi. The till receipts for all grocery purchases for the eight weeks were analysed, with Ruth and Rob saving €257 by swapping their main grocery shop to Aldi.
Speaking about taking part in the Swap and Save campaign, Ruth Meade said:
“We’re astounded by the savings; our wedding fund just got a great boost! The wide selection at Aldi has got us trying lots of new things. Every receipt tells its own story.”
Commenting, John Curtin, Group Buying Director Aldi Ireland said:
“Our Swap and Save advertising campaign is clearly resonating with Irish customers, reminding shoppers about the saving that can be made by swapping their weekly shop to Aldi. Our next group of Irish families have taken the Aldi Swap & Save Challenge and made huge savings on their weekly grocery bill.”
“Shoppers know Aldi will never be beaten on price. There’s no compromise on the quality of products and our comprehensive range ensures families can do their full weekly shop. Filling their baskets with the finest Irish produce, including our Specially Selected Irish Angus Fillet Steak which has just been crowned ‘Best Fillet Steak in the World’ at the World Steak Challenge!”
Aldi has been Ireland’s fastest growing supermarket for most of the last ten years, achieving a 12.5% market share (Kantar Worldpanel data).
Employing almost 3,700 people, the company operates a network of 139 stores across the country, with stores in each county in the Republic of Ireland.
Aldi is investing €160m to expand and upgrade its Irish store network. It has committed €100m to constructing and opening 20 new stores, while Project Fresh sees a further €60m investment to revamp the layout and design of all 139 Aldi stores nationwide.
Aldi is attracting thousands of new customers in Ireland every year with its range of award-winning products and exclusive brands. Aldi won 34 Great Taste Awards, 19 Blás na hEireann Awards and 40 Irish Quality Food Awards in 2018.
Aldi was ranked as the most reputable supermarket in Ireland by Irish consumers for the third year in a row by the prestigious RepTrak survey.