Aldi aimed to engage consumers and amplify its partnership with TV chef Phil Vickery. We commissioned research into topical food issues which found people wanted to learn cookery skills to cut grocery bills.
Research analysis led us to develop a ‘Fooducation’ strategy focusing on teaching children to cook simple, nutritious and delicious meals. Consultation with Government and a teaching panel confirmed that an interactive website following the National Curriculum would engage children, teachers and parents.
In the 16 weeks after launch 806 schools signed up, there were 41,669 website visitors and 130 children submitted recipes to a Phil Vickery-judged competition.