How Aldi re-energised an existing advertising concept to re-ignite growth

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 at Aldi.

Campaign details

Brand: Aldi IrelandAdvertiser: Aldi IrelandEntrant: McCann ManchesterPrincipal author: Darren Hawkins, McCann ManchesterContributing author: Jonathan Brown, McCann London

Introduction

From opening its first Irish stores in November 1999 Aldi recorded 15 consecutive years of sales and market share growth reaching 11% Value Share on sales of €1.083bn from 122 stores by the end of 2015.

Then Aldi's growth came to a grinding halt. Sales growth scarcely kept pace with inflation, whilst Value Share remained virtually flat over 2016 and 2017. Despite opening 14 (+11.5%) new stores, maintaining investment in advertising/promotions...

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