#Haltungswechsel

Aldi focuses on animal welfare through organic cattle farming and therefore abolishes the keeping forms 1 and 2. The term "Haltung" has a double meaning in German: on the one hand, it describes an attitude and, on the other, the keeping of animals. It therefore offers the perfect content bracket for bundling all communication measures in a major PR campaign communicate this massive change and thus claims this relevant topic for the brand. Rarely has a buzzword from advertising been taken up more willingly by politicians, the media and the public and established itself organically as a generic term that even the competition quickly followed. #Haltungswechsel earned Aldi the German PR Award and even the German Sustainability Award the following year.