Campaign details
Brand: AldiBrand owner: AldiEntrant company: McCann ManchesterIdea creation: McCann ManchesterMarket: UKSector: Supermarkets & grocery storesMedia channels: Sales promotion, Social mediaBudget: No budget
Executive summary
The communications landscape is ever changing and social media has become arguably the fastest-changing area in our time.
Aldi was the fastest-growing UK grocer over 2010–2020, becoming the fifth-largest player and endearing itself in the national psyche with much-loved TV campaigns including Like Brands and Kevin the Carrot.
However, Aldi’s social media presence was rather more pedestrian; risk-averse...