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,...