Brand: Aldi UK & Ireland
Country: United Kingdom
The challenge – Convince disloyal customers that at Aldi, you really can get more than you pay for.
The insight – Consumers’ love of and trust in well-known brands made shopping more at Aldi seem high risk.
The idea – Reveal the untold truth: most people liked Aldi products as much as more expensive, well-known brands.
Bringing the idea to life – People trust other people like themselves more than supermarkets: let shoppers tell each other how good Aldi’s products are.
The results – £1.14bn incremental revenue, 100+ TVCs, internationally adopted, UK’s ad of the year1 and of the decade (2010s),2 eight-year ROMI of 425%.