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 investment in both marketing and future store openings.
Marketing
Penetration/Frequency - to increase the proportion using Aldi as their 'most often top-up shop' from 13% to 15%.
To increase consideration from 35% to 40%.
Basket Size - one extra item in each customer's basket on every trip, would grow average annual spend per customer from...