How taking an alternative path took Aldi from shame to pride

This film above tells the story of Aldi between 2010 – 2019. The campaign won a Bronze at the IPA Effectiveness Awards 2020. Watch now to hear the full story.

After 20 years of UK trading, the German discount supermarket, Aldi, still only had 2% value share of the UK market.

From 2010 to 2019, Aldi employed communications to turn attributes – such as its lack of big brand products – from perceived negatives to positives. Humourous campaigns, including ‘Like Brands’ and ‘Kevin the Carrot’, increased brand consideration and affinity, persuading more shoppers to use Aldi for a range of needs from weekly shops to special occasions.

This has shown the industry the power of TV and mass advertising. If you make things that are entertaining and engaging and delightful, people will notice them, pay attention and like them and once you’ve done that you can then start talking to people.

Jamie Peate Global Head of Retail Strategy / UK Head of Effectiveness, McCann Manchester

Film Contributors

  • Jamie Peate - Global Head of Retail Strategy / UK Head of Effectiveness, McCann Manchester
  • Simon Buchanan – Managing Director and Global Business Lead, McCann Manchester
  • Dave Price – Chief Creative Officer, McCann Manchester
  • Guy Beardsley – Group Media Director, McCann Manchester

You can purchase and read the full case study by visiting the IPA website.

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