An Effie with ALDI


ALDI wins Bronze Effie Award thanks to end of year hero ‘Effie Endive’

7 October 2022 – Yesterday, a Bronze Effie Award was given to ALDI’s EOY  campaign  featuring ‘Effie Endive’, the leading character during the Christmas and New Year’s period. The likeable vegetable Effie was first introduced in 2021. For the second time in only 3 years, ALDI’s campaign efforts are recognized with an Effie Award.


The Effie Awards are the pre-eminent awards in the advertising industry in Belgium. Every year, a jury composed of advertisers, agencies, academics and market researchers rewards advertising campaigns on account of their proven effectiveness and impact in terms of strategy, creative work and results.

In 2022, ALDI once again managed to secure a Bronze Effie Award thanks to its EOY campaign featuring Effie Endive, in the category ‘Short Term Effectiveness & Behaviour’. The campaign was developed in collaboration with lead agency Serviceplan, and additional support from De Machine, Divide, Pivott, Publicis, BOA, Mediaplus and Plan.Net. Effie came to life both offline and online, travelling through ALDI’s various media channels and external media.

This is the second Effie Award presented to ALDI, following the 2019 campaign comparing ALDI’s products with A brands (same quality, just cheaper) which won a bronze Effie Award.

Offering the consumer a helping hand

Effie Endive was ALDI’s new leading character in the remarkable 2021 EOY campaign. Effie emphasized the quality and affordability of the discounter’s EOY assortment and offered the consumer a helping hand during the holiday season. ALDI specifically chose endive, a Belgian vegetable that is traditionally in vogue during the festive season.

That choice proved to be a bull’s-eye. Thanks to the animated endive, the retailer managed to present a recognizable and above all distinctive EOY campaign to consumers. Independent research has shown that ALDI’s 2021 EOY campaign delivered significantly better results in terms of customer appreciation, distinguishing features and memorability compared to the 2020 campaign.

“We’re very proud of this award,” says Isabel Henderick, Managing Director Marketing & Communication at ALDI. “As the results have demonstrated, our marketing campaign has led Belgian consumers to ALDI during the end-of-year period. Moreover, Effie personifies everything that ALDI stands for during the festive period: a delicious and affordable festive meal.”


Nancy Delhalle

Chief Marketing Officer

+32 2 774 01 00