At the agency (which is currently split between our various homes), we’re taking personal and professional notice of the campaigns companies are putting out there to guide us during this constantly updated and concerning episode of our times.
The supermarket ads in particular – on TV, radio and online – have held understandable interest on both counts; representing one of the few (highly necessary) physical enterprises most of us in good health can still access.
Seeing the adverts brings home the reality of what’s occurring around the country, which of course has a message that is radiating across the world. The seriousness of keeping a safe distance, wiping a basket or trolley handle or limiting shopper numbers in store…is all important and relies upon clear guidelines that need to be effectively communicated.
Many supermarkets have reacted quickly to the call, and any that haven’t yet on television, will no doubt do so soon.
Online, messages of supermarkets’ Covid-19 operating practices are being widely shared on store websites, with updates from CEOs, information regarding priority opening for key workers in the NHS, Police and Fire Services, and special shopping hours for the elderly and vulnerable.
“With important instructions to convey to an audience that includes each and every one of us, it’s essential to use a communication tool we can all relate to. The infographic.”
Aldi’s current web presence has captured the effective nature of the infographic and put it safely, securely (and using appropriate distancing guidelines)…in the bag.
Without doubt, the infographic is an illustrative tool we favour greatly at McConnells, as it helps us to clarify all manner of brand stories and personalities. We approve wholeheartedly of its succinct ability to not just persuade or give an impression of expertise, but generate web traffic, be more easily understood, improve SEO, and connect with target audiences (also, from a technical perspective, it’s a image that is embeddable, easy to track and analyse.).
But back to Aldi: Right now I doubt the supermarket chain is looking to generate more traffic…it’s most likely working its utmost to provide for the customer-base it already has, however the brand is conveying, with maximum effectiveness, the lifesaving guidance on social distancing, hand hygiene, key worker opening hours, stockpiling and safe payments in a truly effective way.