National prime-time TV opportunity? Check. Interview with MD? Check. Strong branding? Check. Key messaging featured? Check. Happy client? Check.
On Thursday 20th November at 730pm on BBC2, our client, Aldi, featured on the Money Programme. As 2008 draws to an end, this tv programme neatly summarises the highs and more highs we’ve enjoyed whilst creating the ‘Aldi Effect’ and contributing to their year on year 44% sales uplift during the most challenging trading conditions.
Last night’s 30 minute programme was six months in the making and we we were there every step of the way to assist with the editorial content. Our expectations have always been realistic when it came to the branding opportunities – after all, this is the BBC - but we were savvy enough to create strong news hooks to give Aldi a prominent presence. And we are going to shout about it! It’s the BBC, it had millions of viewers, and we are proud we made it happen.
It will come as no surprise to those brilliant PRs out there that our diligence to initiate the dialogues with the BBC, and give the production team what they wanted, when they wanted it – and with lots of persistence and lateral thinking thrown in - helped us build and foster relationships with The Beeb to deliver the outcome we desired. All featured discounters have a good story to tell but making it unique, compelling, relevant, interesting, inspiring was the key to winning Aldi share of voice on the night.
So, take a look on the BBC iPlayer http://www.bbc.co.uk/iplayer.
Maybe with a cup of tea and an Aldi Mince Pie (http://www.thesun.co.uk/sol/homepage/news/money/article1949748.ece) – but that’s another brilliant (PR-led) story for another day. And while you’re watching it, bear in mind our team mantra is “Everyday, Extraordinary People, Extraordinary PR.” Another ordinary day of extraordinariness at Kavanagh Communications.