Fresh off the press
McCann Madrid is using a newspaper ad to show that Aldi also carries fresh products.
It is not only at Spanish markets that fruit and vegetables are traditionally wrapped in newspaper. This inspired McCann to create an advertisement that makes direct reference to the editorial content on the opposite page. The berries shown are supposed to be so fresh that they have been wrapped in the page the reader has just read. In addition to a good idea, the campaign also required a lot of coordination and timing - the ad could only be created when the sports news page had already been produced.
Speaking of good ideas: Serviceplan already had one in 2016 to demonstrate the freshness of fish from the Metro supermarket chain - albeit implemented slightly differently. (hae)
