Aldi

BRAND TRANSFORMATION AND DRIVING SALES GROWTH FOR ALDI

Challenge 

Persuade British and Irish shoppers to view Aldi differently. 

Given the dominance of the big grocers it’s not  surprising that a supermarket with a much smaller format, that doesn’t stock well-known brands was always going to be viewed sceptically. Even to the point that low prices were assumed to mean poor quality.

Audience

UK and Irish grocery shoppers.

Approach

We needed to articulate what Aldi really had to offer the cash strapped shopper. 

We gave Aldi a simple way to express the benefits of shopping with them; Like brands only cheaper.  We also ran a taste test programme to substantiate the claim.  And we wrapped it up in what proved to be Britain’s most awarded integrated grocery campaign. 

 

Results

The campaign cut through the clutter of grocery advertising and caused the British shopper to re-evaluate Aldi. And in doing so, played a key role in what can only be described as a truly stellar business performance: 40% growth in 2012, market share at record high and more than 25 national and international creative and effectiveness awards including a prestigious IPA Effectiveness Award.