McCann Manchester’s highly successful work for Aldi has been recognised as Ad of the Decade for 2010 onwards in a five decade survey conducted by Marketing Week Magazine in conjunction with YouGov.
The campaign highlighted for Aldi was the highly successful “Like Brands, Only Cheaper” campaign which at its peak was responsible for driving annualised sales growth in excess of 45%
The ad was featured alongside campaigns for previous decades for brands including Hovis, Yellow Pages and Cadbury and it beat of stiff competition from the likes of John Lewis for the top spot for the past decade.
According to Marketing Week magazine, “The winners have a number of things in common: they provide yet more evidence of the primacy of TV as the key mass communication medium, for example. But they also show a variety of strategic approaches can all have extraordinary results – whether that be Yellow Pages’ pulling on the heartstrings, Guinness’s search for a “product truth” or Aldi’s keen focus on pricing communicated in a witty and engaging context.”
Commenting on the achievement, McCann UK Managing Director for Aldi, Simon Buchanan said, “This is a massive achievement and is testimony not only to an incredibly successful campaign, but also to a client team that committed to the campaign. The business success of the campaign is incredibly well documented but to know the campaign has been truly embraced by the British public is flattering and humbling.”