Campaign details
Brand: AldiAdvertiser: Aldi Stores UK & IrelandAgency: McCann Manchester LimitedCountry: United Kingdom
Countries in which effectiveness was proven
Ireland & United Kingdom.
Campaign Background
For ten months of the year, Aldi had a winning formula in the UK and Ireland. Being a deep-discounter supermarket famous for low prices – averaging 20% cheaper - on a modest range of everyday necessities was a recipe for success.
But at Christmas everything changed, and Aldi's greatest strengths became its biggest weaknesses, until Kevin the Carrot came along. Since 2011 Aldi enjoyed fantastic growth. In...