Aldi Mini Chocolate Eggs
Aldi × Promovan: Taking the Better Mini Egg to Cadbury's Own Backyard
Aldi's Choceur Mini Eggs had been quietly winning taste tests - a Telegraph food critic rated them above the competition, and influencers were calling them better than Cadbury's. So when it came to celebrating that, Aldi did what any confident brand should: they went straight to the source.
The brief was a guerrilla activation in Bournville, Birmingham - the proud home of Cadbury World - handing out 2,000 packets of Choceur Mini Eggs (that's roughly 40,000 eggs) to the public across two days. The centrepiece of the visual campaign: a branded Piaggio Ape, purple Aldi aprons, wicker baskets, and one of the most recognisable signs in British confectionery as a backdrop.
Promovan handled everything from one place - vehicle sourcing, purpose branding in Aldi vinyl, specialist transportation, and on-the-ground crew. We were briefed as drivers. On the day, we became brand ambassadors and featured as talent in the press shoot too. All DBS checked, all fully briefed, all part of the same conversation from brief to activation.
The shoot began at 6:30am outside Cadbury World, capturing staff unloading the van, members of the public receiving eggs, and the Piaggio in motion past the Cadbury World entrance. The team then moved to Bournville Station for a second set of shots before images were approved and distributed on the wire by 9:30am. The following day, the sampling activity continued with the Piaggio circling Bournville and passersbys getting their fill of free eggs.
The result was a set of press-ready images built for national media and social, a fully executed sampling campaign, and a story that landed exactly where Aldi intended: right on Cadbury's doorstep. One brief. One call. Done.
The vehicle: Piaggio Ape, purpose-branded in Aldi vinyl
The locations: Cadbury World entrance & Bournville Station, Birmingham
The work: Press shoot, street presence, public sampling (40,000 eggs)
The crew: Two specialist Piaggio drivers / brand ambassadors (DBS checked)
The client: Aldi UK
