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ALDI SÜD, the Southern branch of German supermarket chain ALDI, has been committed to sustainable sourcing for many years. Now it is launching a campaign to get its consumers more involved too – starting with the most important people of all – children. Built around the concept of ‘Sieben Siegel’, seven important sustainability labels used on ALDI products, the multi-channel campaign shares fun and explanatory content with consumers in store, online and via video and print.
Kirsten Geß, Head of Communication at ALDI SÜD explains: “We created a playful campaign, to capture our consumers’ attention. Sustainability is all about creating a better future for people and the planet, and that’s why our focus is on future generations – today’s young people.”
“We’ve published a short brochure for kids to read with their families, with stories that bring each of the seven labels to life in a way that both young people and adults can relate to.” After reading the stories, children are encouraged to find out more and to look for the seven labels in store and online. They can also enter a competition to win attractive prizes.
A series of fun and explanatory videos based on the German TV show ‘Dingsda’ have been launched to round off the campaign. As Kirsten explains: “We wanted to use humor and lightheartedness to get our message across, so each video features children explaining what the different sustainability labels mean in their own words. The results are touching and amusing too.”
One of the ‘Seven Labels’ used in the campaign, is the UTZ label. “ALDI SÜD has been working to increase the share of sustainably sourced cocoa, coffee and tea in Germany for many years”, says Kirsten.
UTZ is one of our most important partners and we’re pleased to be able to use the UTZ logo in our campaign. We’re very proud that we have sourced certified sustainable cocoa for 100% of our private label chocolate products and baked goods.
The other six labels featured in the campaign are Fairtrade, the Forest Stewardship Council (FSC) and PEFC labels for timber and paper products, Marine Stewardship Council (MSC), V-Label, the European vegetarian label and Bio Label, the European organic label.
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