McCann Manchester is celebrating after scooping top honours at Campaign magazine’s prestigious Big Awards for the transformational work the agency has undertaken for the Aldi brand.
The agency took the top prize in the hotly contested Household, Grocery & Soft Drinks category for Best TV Campaign for its “Like Brands” campaign for the leading retailer.
The news represents the latest in a series of successes for Aldi which has seen annualised sales growth running in excess of 25% year-on-year which has resulted in its market share rising to 3.5% – an all time high for the brand in the UK.
For seven years, McCann Manchester has played a major role in helping Aldi become the fastest growing supermarket in the UK. The like brands campaign aimed to take the next step – grow basket size – by tackling the lack of familiarity with Aldi own brands.
The ‘Like Aldi. Like the Price.’ TV campaign leverages the trust that consumers have in big brands as well as the trust they have in peer group recommendation. It shows ‘real’ consumers talking about the fact that they like both the Aldi product and the big brand equivalent. The campaign also experienced considerable social media buzz, with the ‘tea’ ad specifically trending at the number seven spot on Twitter within the first day and reaching over 450,000 Youtube views in the first week
Commenting on the win McCann Manchester Executive Creative Director Dave Price said, “It’s a massive achievement to create a sustained campaign that has consistently helped Aldi sell product, while at the same time impressing a panel of award judges for the creativity of the work.
Simon Buchanan, Managing Partner at McCann Manchester responsible for running the Aldi business adds, “The grocery retail market is ferociously aggressive in the UK and to achieve this level of market share is testimony to great strategy and outstanding creative. This success has only been possible as result of a fantastic partnership between the agency and Aldi and having a client team at Aldi who have had the vision and courage to work with us to develop this campaign.”
All of the Aldi TV commercials are available to view at www.mccannmanchester.com/work
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