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

Aldi, a discount supermarket chain, shifted UK public perception of the brand from shame to pride.

Campaign details

Brand: Aldi UKAdvertiser: Aldi UKEntrant: McCann Manchester and Gain TheoryPrincipal authors: Jamie Peate and Marie Koropisz, McCann ManchesterContributing authors: Darren Hawkins and Andrew Houghton, McCann Manchester

The biggest retail success story of the decade

This paper reveals how Aldi, a limited-range deep-discount supermarket from Germany achieved astonishing success in the UK grocery category over ten years by taking a fresh approach to marketing communications.

Between 2010 and 2019 Aldi grew by 295%1, outperforming the entire market. The brand went from being a tiny player with 2% value share,...

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