Challenge

Gastro, by Specially Selected is the exclusive Aldi brand of chilled luxury gastro pub ready meals. Our challenge was to reposition the brand to reflect a more modern gastro experience, appealing to a wider audience from Millennials to Baby Boomers. The brand needed to offer a true foodie, dine-in experience that helped ease the current cost of living crisis.

What we did

We transformed a dated, out-of-touch design to create a new range of gastro pub ready meals with real food appeal! We developed a brand mark based around the ‘G’ of Gastro, incorporating a waiter’s hand holding a plate, creating a visual connection to the fine dining experience. A key focus was to modernise the photography style to capture a more modern, gastro experience, placing a stronger emphasis on the exceptional quality of the meals.

Results

Modernising and elevating the design, through luxurious, mouth-watering photography has allowed the range to be considered by a much wider audience. Since launch, the range has not only turned heads in-store, but has received rave reviews, resonating with Aldi customers who appreciate the indulgent, convenient dining-in experience combined with Aldi quality and value. Staying in never tasted this good!