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Aldi UK
Aldi vs. Goliath (and his three brothers)

RAN IN: UK

CLIENT
Aldi Stores

Adam Zavalis, Marketing Director

AGENCY
McCann Manchester *Lead Agency

Darren Hawkins, Strategy & Insight Director
Jamie Peate, Head of Retail Planning
Marie Koropisz, Planning Executive


UM Manchester

Guy Beardsley, Group Media Director


Weber Shandwick (


SUMMARY

Selling quality products at discount prices has persuaded the British public to shop at Aldi in ever-increasing numbers. With a highest average basket size Aldi's big shop appeal is the envy of other supermarkets, yet for smaller, more specific top-up shops the Big4's vast range and convenient fast checkouts presented a formidable challenge.  2017's 'Everyday Amazing' presented shoppers with new reasons to top-up at Aldi, and gained over a half a million new higher-loyal shoppers, taking sales from Tesco et al and resulting in sales value growth of over 19%.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: MOBILE/TABLET ;Location-based Communications/Real Time Marketing ;OOH ;PRINT ;RADIO ;SPONSORSHIP ;TV;BRANDED CONTENT ;INTERACTIVE/ONLINE ;Brand Website/Microsite ;Display Ads (Interactive/Online) ;SOCIAL MEDIA

Audience: Families

Objectives: Market share - increase

Type: Business to Consumer

Classification: National

Language: English