ALDI Australia and digital agency Digitas Australia have launched \u2018ALDIfy\u2019, a digital hub for shoppers seeking recipe inspiration.<\/p>\n
ALDIfy is a hub for value-conscious shoppers interested in finding trending recipes that are curated, made practical and instantly shoppable. Consumers looking for inspiration can select from a carousel of recipe cards using ALDI products, and bring these to life in-store at ALDI supermarkets and via the DoorDash app.<\/p>\n
The ALDIfy platform and \u2018Taste the Trends\u2019 campaign was created through Publicis Groupe\u2019s connected platform of companies and capabilities, including Digitas, Publicis\u2019 Cultural Fluency Tool and Zenith. The ALDIfy platform, built by Digitas, leverages AI technology from Publicis\u2019 Cultural Fluency tool which captures food moments and trends and transforms these into cultural insights. Publicis AI then transforms these insights into recipes using ALDI\u2019s product range. The campaign\u2019s media strategy and buying are led by Zenith.<\/p>\n
\u201cALDIfy was born from the insight that consumers are inspired by viral recipes but struggle to translate them into reality. Every week there\u2019s a new food trend lighting up social feeds, but for most people they\u2019re hard to follow and even harder to shop for,\u201d said ALDI marketing director Jenny Melhuish.<\/p>\n
\u201cALDIfy makes it simple to discover and plan trending meal ideas all in one place, where consumers can shop for recipes that they are seeing in their social feeds. By using AI technology to bring new recipes to life, we\u2019re giving customers more ways to make mealtimes exciting, accessible, and budget-friendly\u201d.<\/p>\n
On the platform, Sarah Heitkamp, national head of strategy and CX, Digitas said \u201cWith ALDIfy, we harnessed the power of Publicis Groupe\u2019s connected platform of capabilities in media, creative, technology and data to make mealtime easier for consumers. This enabled us to create a unique digital experience for ALDI customers using AI-driven technology\u201d.<\/p>\n
\u201cIt has been designed to create shareability, so the Taste the Trends campaign kicks off with an exclusive first look at ALDIfy through teaser EDMs targeting highly engaged customers who are engaged with the brand and are connected to social food trends. ALDIfy connects online inspiration and real-world accessibility for customers, simplifying the journey from scroll to shop\u201d.<\/p>\n
Led by Zenith\u2019s media strategy, the full campaign then rolls out with placements across digital, OOH channels cleverly located near ALDI stores, social platforms, and amplified by ALDI\u2019s influencer and advocate program. These ambassadors bring the concept to life, showcasing trending recipes, highlighting ALDI\u2019s breadth of range, and driving shareability at scale.<\/p>\n
ALDIfy is available now.<\/p>\n
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Credits:<\/p>\n
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Digitas<\/p>\n
Davy Rennie \u2013 Chief Executive Officer<\/p>\n
Millie Menage \u2013 Chief Client Partner<\/p>\n
Sarah Heitkamp \u2013 National Head of CX & Strategy<\/p>\n
Jade Skinner \u2013 Head of Delivery<\/p>\n
Natalia Bouropoulos \u2013 Senior Business Director<\/p>\n
Daniela Gillis \u2013 Senior Digital Producer<\/p>\n
Claudia Buda \u2013 Digital Producer<\/p>\n
Penelope Kendall \u2013 Project Director<\/p>\n
Maarten Kleinsma \u2013 Creative Director<\/p>\n
Nicholas Duron \u2013 Associate Creative Director<\/p>\n
Severine Flamand \u2013 Associate Creative Director<\/p>\n
Lilly Rae \u2013 Copywriter<\/p>\n
Simon Brock \u2013 Executive Creative Director<\/p>\n
Martin Holley \u2013 Creative Technologist<\/p>\n
Srihari Srinivasan \u2013 eCommerce Technical Business Analyst \/ Solutions Architect<\/p>\n
Anna Tsud \u2013 Senior Frontend Developer<\/p>\n
James Hung \u2013 Associate Director of Technology<\/p>\n
Cong Chu \u2013 Email Marketing Specialist<\/p>\n
Thao Pham \u2013 Digital Designer<\/p>\n
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Publicis<\/p>\n
Maurice Riley \u2013 Chief Data Officer<\/p>\n
Abbie Price \u2013 Data Scientist<\/p>\n
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Zenith<\/p>\n
Jonny Cordony \u2013 Managing Director<\/p>\n
Ewan Mitchell \u2013 Client Partner<\/p>\n
Katherine Titley \u2013 Group Investment Director<\/p>\n
Alice Sinclair \u2013 Business Director<\/p>\n
Nicola Carnevale \u2013 Account Manager<\/p>\n
PXP<\/p>\n
Kiki Launder \u2013 Creative Technology Director<\/p>\n
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