Brand: Aldi
Advertiser: Aldi
Agency: McCann UK
Country: United Kingdom

Context

It's often said that ‘You can’t teach an old dog new tricks’, but Aldi’s Swap and Save campaign in 2018 proved that you can do just that. In 2012 and 2014 Swap and Save helped make Aldi the UK & Ireland's fastest growing grocer*. In 2018, against fierce price cutting from competitors, Aldi re-energised Swap and Save, giving it a whole new lease of life, propelling Aldi to its highest ever value share in both UK & Ireland, and delivering stellar levels of effectiveness.

Background

After 7 years (2011-2017) of market leading growth averaging 22.2% per year and revenue growth between 12.4% – 30.1%, Aldi’s momentum began to slow.1

Aldi’s progress had been checked by the inevitable backlash from much larger competitors who weren’t going to give up without a fight. The ‘Empire’ was ‘Striking Back’, cutting Aldi’s price advantage from 45% to sometimes as low as 17% on a basket of essential weekly items.2 We even saw Tesco launch ‘Jacks’, a new discount competitor to Aldi.