How do you turn a supermarket into one of the most talked-about destinations at a music festival? Aldi’s debut as the official supermarket of Electric Picnic needed to do more than provide essentials, it had to feel like a seamless part of the festival experience. The challenge was to design and operate a pop-up store that delivered the full Aldi customer experience - speed, stock, value - while amplifying the festival vibe through immersive branding, entertainment, and standout moments. The goal was twofold: meet real shopper needs across a packed weekend and cement Aldi as a welcome, trusted, and fun part of the EP ecosystem, not just another service point. Commercial targets and shopper satisfaction KPIs were central to success, meaning every detail, from footfall flow to average spend time, had to be on point. Aldi’s first year at Electric Picnic wasn’t just a launch, it was a statement of intent.

Aldi’s launch at Electric Picnic was a commercial and experiential success, setting a new benchmark for retail at festivals. Over 63 hours of operation, the pop-up store welcomed more than 42,000 customers, averaging 665 shoppers per hour, or 11 every minute. Despite the high pressure of a festival setting, the store maintained Aldi’s famously fast, efficient shopping experience, while adding unexpected moments of joy and brand storytelling. Feedback from both festivalgoers and internal teams was overwhelmingly positive, with the activation successfully embedding the Aldi brand into the heart of the Electric Picnic experience. More than just a convenience, the store became a destination in itself, driving footfall, building brand affinity, and meeting real customer needs in real time. Plans for an expanded 2023 activation were already in motion by weekend’s end, a testament to the immediate impact and long-term value delivered in Year One.