Aldi: Like brands 2011-2020

Aldi, a supermarket chain, increased brand love and penetration in the UK by launching a campaign spanning several years that applauded its competition rather than knocking them.

Campaign details

Brand: AldiAgency: McCann ManchesterCountry: United Kingdom

Objectives

Business

2011's sales target - £2bn, +11% vs. £1.8bn in 2010.

Equating to value share growth from 1.7% to 1.9%.

Prove Aldi UK was capable of organic growth to justify continued...