Aldi: #FreeCuthbert

Darren Hawkins

Supermarket chain Aldi changed its company culture and appealed to younger, pre-family consumers in the UK with a complete overhaul of its social media strategy.

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...

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