Top of the pups!

To take advantage of seasonal product launch and drive quality T1 coverage, we enlisted the help of some four-legged friends to create newsworthy photo content of Aldi’s brand new dog ice cream – all in Aldi’s tongue-in-cheek tone of voice.

We gave a retro ice cream van an Aldi makeover before setting up in Battersea Park where our Aldi dogs served other dogs the ice cream.

These adorable images and a smart media strategy, which included creating video content exclusively for The Metro, enabled us to target news slots as well as product placement features and roundups.

To bolster our call to action and to get the product into owners' hands across the country, we partnered with ice cream van vendors in Brighton, Essex and Scotland who offered the ice cream free of charge to dog owners.

At the same time creative send outs were issued to targeted dog influencers to bolster brand presence and generate further talkability – this time on social.
The story saw blanket coverage across social media, as well as broadcast, national, consumer and regional outlets, generating a reach of 114.4million!