The frontal attack takes place across the field
With 1.2 billion, Aldi is already the fifth-largest retailer in Switzerland. Advertisement by Hesskisssulzersutter.
Every third product on the shelves of Aldi Suisse is a Swiss product. "Would you have known that?" asks the Hesskisssulzersutter agency. "Exactly!" - And this is precisely why the advertisers are now presenting a "Swissness campaign" for the third time. With clear image statements as impressions of local production sites, consumers are shown that they can benefit from a wide range of natural and high-quality Swiss products at Aldi. For the wide-ranging campaign, CD Oliver Schneider and his team sent photographer Claude Stahel across Helvetia to portray nine typical producers in their daily work. The campaign can be seen throughout Switzerland on posters and in the main daily and Sunday newspapers. It is accompanied by a large-scale distribution campaign of Swiss apples at all major railroad stations.
With such a campaign, Aldi is able to attack the established retailers head-on. A necessary strategy, because: "Freshness, Swissness and sustainability are conceded to the two major distributors", according to an industry study "Retail Switzerland". But both Aldi and Lidl are determined to change this. The appeal factor is too important to the newcomers when it comes to conquering the Swiss market. Aldi and Lidl are primarily known as "low-cost providers", confirms an online survey by the market research institute GfK. Migros, Coop and Volg stand for freshness, in that order. So far, only 9% of respondents believe Aldi to be fresh, with Lidl at 8%. However, the new discounters have already been able to correct their image as "price squeezers". "Aldi and Lidl don't necessarily buy cheaper from our producers," explains the Association of Swiss Vegetable Producers. However, Aldi and Lidl often waive the margin on promotions in order to be able to offer the vegetables at a lower price.
Andreas Panzeri
With such a campaign, Aldi is able to attack the established retailers head-on. A necessary strategy, because: "Freshness, Swissness and sustainability are conceded to the two major distributors", according to an industry study "Retail Switzerland". But both Aldi and Lidl are determined to change this. The appeal factor is too important to the newcomers when it comes to conquering the Swiss market. Aldi and Lidl are primarily known as "low-cost providers", confirms an online survey by the market research institute GfK. Migros, Coop and Volg stand for freshness, in that order. So far, only 9% of respondents believe Aldi to be fresh, with Lidl at 8%. However, the new discounters have already been able to correct their image as "price squeezers". "Aldi and Lidl don't necessarily buy cheaper from our producers," explains the Association of Swiss Vegetable Producers. However, Aldi and Lidl often waive the margin on promotions in order to be able to offer the vegetables at a lower price.
Andreas Panzeri
