New Market Entry (Las vegas)
Setting the Scene
Before entering the Las Vegas market, the team and I traveled across the country to better understand the people behind the market. What matters to them? What shapes their grocery habits? And what makes them connect with a new brand entering their community? Over three days, we took part in consumer focus groups that gave us the opportunity to hear directly from local shoppers and gain a better understanding of their needs, preferences, and expectations. Paired with quantitative research and other consumer insights, these conversations helped shape an informed marketing strategy and guide ALDI’s successful entry into the Las Vegas market.
knowledge is Power
Using our focus group findings as a starting point, the team and I hit the ground running to create a strong first impression in Las Vegas. Beyond traditional in-store activations, we wanted to offer shoppers something exclusive, interactive, and true to the spirit of the city. That’s where the High Savers Room came to life. This one-day-only experience invited Henderson shoppers to discover what makes ALDI different through private-label product tastings, award-winning finds, and exclusive ALDI merchandise. From comparing our products with pricier national brands to experiencing the savings firsthand, the activation brought ALDI’s value proposition to life in a way that felt distinctly Las Vegas.
Bonus points!
To make a splash in a brand-new market, ALDI teamed up with its long-standing delivery partner, DoorDash, to bring its Las Vegas expansion to one of the city’s most recognizable landmarks: the Sphere. The custom Exosphere activation celebrated ALDI’s arrival in the market while raising awareness of its e-Commerce services and the convenience of grocery delivery. By combining a high-visibility placement with a key business milestone, the campaign brought together local market expansion, digital engagement, and brand awareness on a truly larger-than-life scale.
