Aldi created an advertisement centered around their everyday low prices with #poorestdaychallenge. This got a ton of backlash, within a few days of the release. Aldi’s is now being seen as having a lack of authenticity and tone-deaf. This basically means that Aldi is insensitive and doesn’t listen to their audience. Aldi’s should focused on the audience, with an advertisment that focuses on what they stand for.
If this me working on the campaign, I would’ve said away from the #poorestdaychallenge. To a family that has a low income, this could be seen as offensive. I would have done #savemoremoney or #thatwasasteal. It would focus more on what they stood for and that’s saving money and it is more of a positive outlook. Poor is seen as something bad.
Concerning the PESO model, right now the important levels are earned media and shared media. There were a lot of those two forms of media with the campaign that got canceled. Since then, Aldi should be putting out an owned or paid advertisement that goes back to its roots, giving people amazing food options at low prices. If they start doing that and it becomes a success than positive earned media and share will start coming back right now everyone is still focused on this bad advertisement.
Emma's World 