McCann Manchester as the lead agency in collaboration with partner agencies Weber Shandwick and UM Manchester working as part of the McCann UK Aldi team, has won big at this year’s UK Effie Awards, securing Gold in the retail category and Silver in the seasonal marketing category for its work with grocery retailer Aldi in the UK.
In addition the Aldi client team was also jointly named Most Effective Marketer of the Year alongside John Lewis.
Aldi’s Christmas 2017 campaign secured Gold in the retail category as well as Silver in the seasonal marketing category. The “Kevin and Katie” campaign resulted in Aldi beating its sales performance target, reducing the customer trade out during December, increasing market share, increasing penetration, improving customer loyalty and increasing sales of premium products.
Analysis of the public’s social media conversations revealed that Aldi’s commercials were the UK’s favourite Christmas campaign, while it was also the most loved of all competitors, beating Marks and Spencer’s Paddington Bear and John Lewis’s Moz the Monster. Aldi was also the UK’s most engaged brand on Instagram at Christmas.
Last year at the Euro Effie Awards, McCann claimed the overall awards show Grand Prix, a Gold category award for Aldi’s Christmas 2016 campaign and a bronze for its work with Smyths Toys.
The UK Effie Awards are the latest in a series of wins for the company and McCann Manchester’s up and coming shortlisting for the IPA Effectiveness Award reaffirms its position as one of the UK’s most effective agencies.
Commenting on the wins, Simon Buchanan, McCann UK Managing Director for Aldi, says, “The Aldi campaign proved just as popular as when Kevin the Carrot first hit the small screen in Christmas 2016, and that is down to the talent and passion of those involved.
“With the results showing that the campaign did more than just deliver strong results, we have again demonstrated our creativeness, effectiveness and knowledge of the retail sector."
Jamie Peate, McCann Worldgroup Global Head of Retail Strategy, adds, “The UK Effie Awards are renowned throughout the industry, so to win Gold and Silver is a real feather in our cap.
“To have been recognised as the joint Most Effective Marketer of the Year is fantastic – we pride ourselves on creating innovative work that not only delivers business results for clients, but that has a wider impact on the audience.”