Aldi x PANDAS for new parents

One in five women and one in ten men experience perinatal mental health challenges, yet stigma and uncertainty often prevent parents from seeking support. Together, Aldi UK, the PANDAS Foundation and Citypress created a campaign that met parents exactly where they are – in the everyday moments of early parenthood.

In a UK supermarket first, we placed perinatal mental health signposting directly onto Aldi's Mamia baby wipes packaging. Every nappy change became an opportunity to reassure parents and connect them with expert support. With millions of packs of Mamia products sold annually across Aldi's nationwide stores, this partnership embedded mental health resources into homes across the UK. We launched the campaign with lived-experience stories from broadcaster Kate Lawler and PANDAS service users, supported by clinical expertise and original research. An earned-first media strategy generated over 230 pieces of positive coverage, reaching more than 252 million people and securing Aldi 47% share of voice in parent-related supermarket coverage during launch month. The impact was immediate and measurable. PANDAS reported its largest-ever increase in service use, with helpline contacts up 4%, WhatsApp support up 35%, and Zoom sessions up 20%. Aldi's donation also enabled PANDAS to expand into Ireland for the first time.