Aldi Stores: 2010-2019 – How taking an alternative path took aldi from shame to pride

German discount supermarket Aldi ran a ten year, multi-channel campaign in the UK to improve perceptions, grow sales and share, and become a top-five grocery retailer.

Campaign details

Brand: AldiBrand owner: AldiEntrant company: McCann ManchesterIdea creation: McCann ManchesterMarket: United KingdomSector: Supermarkets & grocery storesMedia channels: Direct marketing, Email marketing, Magazines - consumer, Merchandise & free gifts, Mobile & apps, Newspapers, Online display, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Radio & audio, Search marketing, Social media, Sponsorship - sports, TelevisionBudget: Over 20 million

Executive summary

Aldi, a limited-range, deep-discounter supermarket from Germany, achieved unexpected success in the UK grocery category over ten years by taking a fresh approach to marketing communications.

Between 2010...

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