Aldi: Like Brands 2011-2018

Discount supermarket chain Aldi increased sales, market share and quality perceptions in the UK through an eight-year long campaign that highlighted the quality and convenience of its products by comparing them with much-loved brands.

Campaign details

Brand: Aldi UK & Ireland Agency: McCann Country: United Kingdom

Executive summary

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.

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