After a year of lockdown where queuing for groceries and shopping online was the norm, Aldi asked Ogilvy to create a fun campaign that would bring customers back in-store, build brand love and generate national headlines.
Enter Junemas, a summer festive celebration on 25th June, helping families recreate the Christmas they missed due to lockdown restrictions.
To establish the trend, and make it ownable by Aldi, we carried out research to show that over half of Brits are planning to celebrate Junemas with their friends and family. Ogilvy then announced Aldi would be bringing back some of the nation’s favourite festive foods including its famous Mince Pies and Pigs in Blankets, which led to widespread national media coverage including key titles Mail Online, LadBible, the Sun, and the Mirror.
We continued to build the conversation on social media with people across the nation sharing their Junemas celebration plans online. Other brands also jumped on the trend, with bingo halls across the UK launching Junemas themed nights and Christmas tree sellers launching special edition Junemas trees for the occasion.
For Junemas Day, Ogilvy partnered with a chef and chartered psychologist and identified the UK’s biggest Junemas superfans to land broadcast coverage. Ogilvy also worked with the team at Channel 4’s Steph’s Packed Lunch to make the Friday’s edition Junemas themed, with key expert spokespeople in attendance.
And finally, it simply wouldn’t be a festive celebration without Aldi’s Christmas icon – Kevin the Carrot. With #Junemas already set to be one of Aldi’s most successful Twitter campaigns of the year, fans have flocked to Twitter in the past few weeks asking if he will be making an appearance…