Aldi UK Ltd.

McCann Manchester *Lead Agency

Darren Hawkins, Head of Effectiveness,McCann WorldGroup Europe & UK
Calum Macdonald-Ball, Joint Head of McCann Content Studios
Kayleigh Didcott, McCann London, Senior Digital Strategist
Sophie Sim, Senior Social Media Director
Amelia Lancaster, Social Media Manager
Madeleine Brice, Senior Social Media Executive
Lydia Wilberforce, Senior Social Media Executive
Lottie Milk, Social Media Account Executive
Annabel Gouveia, Social Media Account Manager

McCann London

Traditional media were the big guns in Aldi's battle for the Big 4’s shoppers. Yet the pre-family life-stage remained elusive, preferring social to TV. They weren't on social waiting to be ‘sold’ to either – they wanted to be entertained! So, Aldi embraced the role of 'Entertaining Disruptor', acting like the Pirates of social media. This approach resulted in an armada of campaigns becoming ever more disruptive over three years, growing engagement, increasing pre-family audience penetration, and ultimately produced a net profit. Treasure ahoy!