Aldi: The Like Brands campaign

Discount supermarket Aldi was struggling in the UK, despite the recession, because consumers had returned to trusted name brands which it did not sell.

Aldi: The Like Brands campaign

Principal authors: Ian Lloyd Jones and Sibel Akel Saoulli, McCann Manchester

This paper tells the story of how an unusual creative communications strategy helped transform Aldi from retail underdog to fastest growing supermarket...