Aldi UK and Ireland: The Swap & Save challenge

This case study demonstrates how Aldi, the low-cost supermarket in the UK and Ireland, grew revenue by addressing the problems of a perceived lack of range and the social stigma attached with shopping there.

Aldi UK and Ireland: The Swap & Save challenge

Principal authors: Amanda Jones and Brenda Imeson, McCann ManchesterContributing author: Chris Burt, Ohal

Introduction

"If I have seen further it is by standing on the shoulders of giants."

(Isaac Newton February 1676)

This paper tells the story of the Aldi Swap & Save Challenge, an activation campaign that greatly magnified and accelerated the effect of Aldi's already successful, already IPA-Gold-winning1Like Brands campaign.

Aldi's prices are low and its goods are mainly own-brand. Until Like Brandscame along, many people thought this...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands