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...