The Problem With Aldi's "Food poverty" influencer campaign: Poorest Day Challenge

Ronke Lawal provided her insights and perspective on the backlash that Aldi received on social media for its “Poorest Day Challenge” to PRWeek. #AldiPoorestDayChallenge paid influencers to show their followers how to live on £25 a week and was subsequently pulled after receiving criticism and the supermarket faced an online social media crisis.

Ronke told PRWeek:

The campaign comes across as if Aldi’s creative team, or the agency partner they hired, are far removed from social realities on the ground. The concept is not necessarily a bad one (showing how good value Aldi is for those on limited budgets), but the wording and framing of the challenge is insensitive and ill-thought[-out] – and it is further compounded by actually paying a social-media influencer to take part.

To read the full piece read: https://www.prweek.com/article/1672984/aldis-food-poverty-influencer-campaign-tone-deaf-lacking-authenticity#