Aldi's My Reading Journey

Client: Aldi

Since Covid and lockdown, UK children’s reading levels has dropped dramatically with literacy levels becoming a problem for everyone. This summer, Aldi shone the spotlight on childhood book ownership. The campaign, ‘My Reading Journey’, was inspired by the heart-breaking fact from the National Literacy Trust that one in seventeen children don’t have a book of their own at home – equivalent to two in every classroom.

As part of a long-term strategy, BCW has created two consecutive campaigns that helped Aldi to improve the lives of underprivileged children. The campaigns, ‘Hunger Monster’ and now ‘My Reading Journey’ achieved that objective with 92% people now feeling more positive about Aldi*. The first campaign ‘Hunger Monster’ exposed childhood food poverty by working with Marcus Rashford and charity partner Neighbourly to raise awareness and to fund 10m meals for children. For ‘My Reading Journey’, working with their long-term charity partner Neighbourly, alongside Magic Breakfast and Macmillan Children’s Books, Aldi donated over 100,000 books to charity and moved consumers to donate the equivalent of an additional 2000 books. The campaign achieved mass awareness of the issue, reaching over 2.5bn through 425+ pieces of coverage in top tier media and perception research confirming a 119% increase in awareness of the issue and specifically a 44% increase in awareness of Aldi’s role in the fight against it. BCW's partnership with Aldi is changing public perception of the leading supermarket from that of a bargain budget chain, to a community centric company that cares about and supports families.