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 UK Advertiser: Aldi UK Entrant: McCann Manchester and Gain Theory Principal authors: Jamie Peate and Marie Koropisz, McCann Manchester Contributing authors: Darren Hawkins and Andrew Houghton, McCann Manchester

The biggest retail success story of the decade