ALDI surprises Taylor Swift fans before the concert
– Concerts of world stars attract thousands of fans. What happened in front of the stadium in Munich before Taylor Swift's concert inspired us even more to take care of Swifties in Warsaw. Over 40 thousand people who were unable to buy tickets listened to the artist's performance on a hill away from the stadium. That's why we decided to react spontaneously and make this unique experience, which is Taylor Swift's concert, even more enjoyable thanks to our products – says Agnieszka Barańska, director of the marketing and communication area of ALDI Polska. – adds Barańska.
Aldi parcels for Swifties
Based on the Swifties phenomenon, the ALDI chain quickly organized a campaign in which hostesses in front of the stadium handed out bags filled with carefully selected own-brand products to people going to the concert. The packages included, among others: River Ice Tea, Santa Marta mineral water, Biscotto butter wafers, Biscotto puff straw, Trader's Joe salted nuts and Sun Snack chips.
A surprise from ALDI before Taylor Swift's concert in Warsaw (photo: press materials)
Additionally, the network invited Dawid Rakowski – a well-known influencer, Taylor Swift fan and creator of content about concerts – to cooperate. He was present at the stadium from the early morning hours and actively participated in the initiative, sharing his impressions and reporting on the event on social media.
A surprise from ALDI before Taylor Swift's concert in Warsaw (photo: press materials)
A surprise from ALDI before Taylor Swift's concert in Warsaw (photo: press materials)
– Thanks to this cooperation, we were able to reach Taylor Swift's fans even more widely, also on the Internet. It is a combination of spontaneous action and a planned strategy as part of influencer marketing and the promotion of private labels, which are becoming more and more important – explains Agnieszka Barańska.
The ALDI initiative is an example of a modern approach to building a brand image, which focuses on authentic interactions and creating positive experiences.
