Aldi – Get a taste for sport
Trying out a new sport for the first time can be difficult and expensive. Aldi wanted to make it free and easy for its millions of customers.
It decided to give kids free taster sessions for Team GB Olympic or Paralympic sports as part of its long-term partnership with Team GB.
All customers needed to do was shop in an Aldi store and spend over £30 to get a free try-out voucher for any sport of their choice.
We launched the initiative with Britain’s most successful Olympic gymnast, Max Whitlock, who did a day of radio and TV interviews. He spoke passionately about the importance of getting kids involved in sport at a young age on outlets including BBC Radio 5 Live and Steph’s Packed Lunch, even performing a back-flip live on air.
New research showing that the cost-of-living crisis is causing families to cut back on sport for their children was used to drive media coverage. It revealed more than half of low-income families have cut back on the number of sport clubs their children attend.
In less than a week, we secured more than 100 pieces of coverage and reached millions of British shoppers.