When it comes to generating column inches, it doesn’t get much better than this. Aldi Siana Moisturising Anti-Wrinkle Cream has set tongues wagging in the beauty world which is no mean feat given the product comes from a supermarket renowned for its competitive prices and simple approach to grocery retailing. At the time of writing this, Aldi has been selling one pot every 47 seconds in its UK stores and orders are up 1500% to meet demand. All thanks to fantastic coverage, which created this tidal wave of demand.

Rewind a few months, though, and things weren’t looking quite so hopeful. On paper, the odds were stacked against us. Trying to persuade media to trial let alone endorse a beauty product that costs just £1.89 is difficult: this is, after all, a hugely competitive sector worth millions of pounds and one that can be a bit intimidating with all that glamour and high gloss.

To stand any chance of winning market share from well-known mass market and prestige brands, creativity and steely determination were needed in huge quantities. Others in our industry would have been a bit nervous with the lack of a celebrity face, a tome of baffling science or the punch of a multi-million pound ad campaign, but the Kavanagh Communications girls like a challenge!

Since we’ve held the Aldi account, our strategy has been shifting perceptions and driving the quality message. Our mouthpiece for this message has been the media, so a huge part of our remit is persuading the top influencers to open their mind to Aldi so they can then recommend to their readers to trade into the brand. It’s not without challenge; we would be lying if we said elitism doesn’t exist within certain media circles, but the nation is behind us and this is helping us open doors with the press.