Aldi aims to make lunchbox shopping easier for Australian parents

According to research by BMF, the agency responsible for the campaign, over half of parents in Australia are "stumped for ideas" and 60 per cent suspect their kids are throwing out or swapping items from their lunchbox. Furthermore, only five per cent of lunchboxes include a serving of vegetables. 

To target this need, the retailer and agency have launched the Aldi Lunchbox Initiative. Built around an app and a website, it aims to educate and encourage the use of an approved list of ALDI products to generate a week’s worth of balanced lunchboxes—including a main meal, a snack, fruit and a drink—at the click of a button. 

For added personalisation, and to involve children in lunchbox making process, the app allows parents to create user profiles for each of their kids, including food that they do (and don’t) like.

The campaign launched on 27 January and is supported by TV, catalogue online banners and POS.

An ALDI spokesperson said, “For years we have been hearing from parents that lunchboxes are a daily battle, so we are really proud to be offering a tool that should help alleviate some of this stress.”

Credits
Agency: BMF
Client: ALDI
Media Agency: MAXUS
PR: PPR