From their small flagship shop in Essen-Schonnebeck, the ALDI brand have grown over the past 110 years to become one of the leading international retailers. With their ‘Consciously price-conscious’ campaign, ALDI Nord tell the world that everyone can achieve a mindful, sustainable lifestyle that respects the environment and animal welfare, regardless of income.

As a source of inspiration for sustainable and healthy living, Pinterest is the ideal advertising platform to spread this message to their target audience. After all, many people use the platform to get recipe and meal inspiration. With this in mind, ALDI Nord, together with the creative agency Accenture Song and the media agency phd, devised a campaign strategy to raise awareness among people on Pinterest and to establish a price-conscious, healthy diet as the cornerstone of the ALDI Nord brand.

Pinterest users are price-conscious

Compared to other internet users, Pinterest users are particularly price-conscious when it comes to food.² Building on this knowledge, ALDI Nord focused on inspirational content that referenced the discount supermarket's low-cost offers. They also used Idea ads to draw Pinterest users' attention to their range of trendy, healthy foods through the immersive ad experience.

In addition, the brand relied on a diverse selection of creatives consisting of carousel and Video ads to both increase awareness and build brand preference. The advertised foods were all less than €5.

Significant increase in brand metrics

The use of multiple campaign objectives, the eye-catching and multi-faceted ad creatives and the focus on price communication in relation to sustainability made the Pinterest campaign a real success for ALDI Nord. Advertising recall increased significantly – especially in the female target audience (+8.1 percentage points) and among Pinterest users who watched the video ads in full (+10.3 percentage points)¹. There was also an above-average increase in campaign awareness at +6.2 percentage points¹.

ALDI Nord has clearly shown that Pinterest is their perfect platform for price communication.

Tips for your next campaign

Try these Pinterest best practices to get more out of your ads:

1. Try a multi-objective strategy to make an impact at multiple parts of the funnel. With a multi-objective approach, a single campaign can drive results at different parts of the funnel.

2. Use different ad formats for different goals. By using Idea ads, carousel and Video ads, you can meaningfully tell your brands story to a broader audience of people .

3. Strong, visible branding can have a positive impact on ad recall and campaign awareness metrics. Follow Pinterest best practices to help maximise your campaign performance..