The challenge:

How do we reinforce ALDI's value proposition during one of the most competitive food-shopping seasons of the year while giving media a compelling reason to cover the brand?

My role:

Supported the PR strategy and execution, connecting the consumer value story with media outreach, executive visibility, and cross-functional campaign planning.

The approach:

• Identified the consumer hook: an affordable Thanksgiving meal for 10.

• Coordinated with internal teams to align messaging and campaign execution.

• Supported media outreach and an exclusive interview opportunity with ALDI's COO.

• Connected earned media with social, executive, and owned-channel content.

The results:

5,023

Media placements

8.7B

Earned impressions

70%

Share of voice, first week

GMA

COO exclusive interview

What this demonstrates:

The ability to turn a business priority into a consumer-relevant story, coordinate across teams, support executive visibility, and evaluate communications results.