ALDI Housewives are popular – more successful campaigns from ALDI

In 2012 ALDI Hungary decided that instead of famous people it would communicate about ALDI products via ordinary housewives: they selected a busy, a modern and a traditional one from 1,500 applicants (votes could be cast online on the 9 finalists and the 3 winners earn a monthly HUF 300,000 for a year). 76-year-old grandmother Etel Pinczés of Sárisáp became the traditional one, she works a lot around the house. Dóra Kalmárné Borostyán of Kincsesbánya won in the busy category, she is 40 years old, has two teenage children and runs a family business with her husband. The modern housewife is Diána Kiss from Budapest, a 28-year-old creative expert. ALDI Hungary managing director Tibor Székács told us that this year they would rely on the three housewives in their communication because they are easy to identify with, they can credibly represent the advantages of ALDI and help fellow housewives with suggestions and ideas. The three housewives appear in television commercials, on billboards, in the print media and on the internet. At http://haziasszonyok.aldi.hu/ they even write a blog about their everyday lives, sharing recipes and household tricks with readers. Recently ALDI Hungary introduced the housewives to journalists in person, at the same event journalists also got an insight into ALDI Hungary’s product testing procedure. The creatives of ALDI’s campaigns came from HAB Ad, while the communication and press work was done by Chapter4 Communications Kft.