Last night, Serviceplan Group won a bronze Effie Award for the successful end-of-year campaigns of ALDI, featuring the beloved mascot ‘Willie Witloof.’ This marks the second time Serviceplan and ALDI have received this prestigious recognition for their year-end campaign, following a previous victory in 2022.

The Effie Awards are regarded as the highest recognition for marketing effectiveness in Belgium, honoring campaigns that excel in strategy, creativity, and measurable results. The jury, composed of advertisers, agencies, academics, and market researchers, selected this campaign due to its remarkable impact and strong consumer reach.

Willie Witloof: The Icon of Year-End Success
For the third consecutive year, Serviceplan Group partnered with ALDI to bring Willie Witloof to life, playing a central role in ALDI’s festive offerings. As a helping hand for consumers during the busy holiday season, Willie Witloof has become a symbol of affordability and quality for the year-end product range, reinforcing ALDI’s positioning with a campaign that is both recognizable and distinctive.

Independent research shows that the Willie Witloof campaign has achieved higher levels of appreciation, recall, and differentiation with consumers each year. These results were key to winning the Effie Award in 2024, demonstrating the power of the strategy and creative execution across multiple channels.

A Collective Achievement
The success of these campaigns was the result of close collaboration between ALDI and Serviceplan Group, with additional support from De Machine, Publicis, and BOA. By bringing Willie Witloof to life both online and offline, the campaigns generated wide engagement through ALDI’s own channels and external media during the festive season.

“We are very proud of this bronze Effie,” said Isabel Henderick, Managing Director Marketing & Communication at ALDI. “The results show that Belgian consumers found their way to ALDI more easily during the holidays, thanks to Willie Witloof. He guided them to affordable and high-quality festive products during the busy year-end period.”