THE SITUATION
Aldi’s success and ongoing expansion in the UK has been phenomenal. In spite of winning Which Supermarket of the Year back to back, their workforce was growing so fast that keeping a handle on the unique Aldi culture was becoming a challenge. They needed to engage their 18,000-strong workforce behind their values and ways of working. And fast. 

THE SOLUTION

Having previously worked with the brand to drive support for its Engagement Survey (from 48% to 83% - check!) we spotted an opportunity to create a platform of fun, brand-aligned animated characters (loosely based on the ever-popular South Park) which could be used to deliver key messages to traditionally hard-to-reach people, such as warehouse, distribution and shop floor based colleagues (via DVD in weekly team meetings).

THE RESULT

After the success of the first three films Aldi have now commissioned a platform of further pieces for induction and on-boarding. The characters are so successful that they now feature in a range of online and offline comms, to deliver important messages in a lighthearted, fun environment. Since their initial launch Aldi’s engagement scores have increased by 9 percentile points. Their bottom line is looking pretty healthy, too!