The ALDI network in cooperation with agency Freundschaft has launched the latest communication promoting the own brand of Barissimo.
The “Barissimo – will nourish your day” campaign utilizes the capabilities and tools of art to create innovative, nourished pieces of art. This is the first such undertaking in history of ALDI Poland, which combines art, technology and retail market food, introducing a new dimension of promotional products in segment kaw. The campaign is accompanied by POS activities, including aromamarketing and active communication in social media.
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The campaign used famous works of masters of painting, including paintings such as: “Mona Lisa” and “Portrait of Ginevra Benci” by Leonardo da Vinci, “Girl with Pearl” by Johannes Vermeer, “Portrait of Adam Mickiewicz on Judahu scales” Valentine Wańkowicz and “Stanchion” by Jan Matejko.
Campaign adapted to customers retail
In branch retail it is important to combine marketing innovations with customers’ needs, to attract their attention as much as possible. The “Barissimo – Nourish Your Day” campaign implements these objectives, combining high quality product with cultural and technological elements. Using AI enables ALDI to strengthen the modern brand image, while engaging consumers through innovative formats marketing.
– The revival of art in the campaign Barissimo is evidence, that retail can combine artistic aspects with daily shopping needs of customers. Modern technologies, such as AI, allow us not only promote products, but also introduce innovations, which determine directions of development of the industry – comments Luiza Urbanska of Press Office ALDI Poland, coordinator of the project. We believe, that Barissimo coffee is like good art – brings together generations and consumers of good taste and style. Not coincidentally this is in Warsaw Koneser – a cultural and entertainment place in the capital, in which has also store ALDI, on February 15 will hold a unique performative event supporting the campaign. Already today we are inviting all residents of Warsaw, to join us and in person to experience you, what nourishing power it has in itself Barissimo – Urbanska adds.
The final campaign – a secret performance at Center Praska Koneser
The campaign will culminate with a performance scheduled on .On 15 February at Warsaw Center Praga Koneser. The actor, inserting himself into an living character from one of the works, will promote Barissimo coffee. Visitors of ALDI on this day will be able to taste coffee prepared by a mobile barista, and also will take advantage of dedicated promotions on products Barissimo. For the first 50 customers of Praski ALDI, who make purchasesforminimum199£therewillwaita specialgiftfromthenetwork.Whatmorethisdaywillstartaromarketing,thankstoapplyingsuchsolutioncustomerswillbe abletoperceivethescentoffreshcoffeeintheALDIstoreinCenterPraskaKoneser.
