Aldi’s LIKE campaign is aimed at value seekers who don’t currently shop regularly at Aldi. The objective is to prompt reappraisal by showcasing product range, whilst celebrating its quality and highlighting the great price. This is the first in a series and in this execution, we introduce the hapless Ann, our anti-hero. She doesn’t like Aldi but by the time we’d finished with her, she might just have changed her mind. LIKE is a fully integrated campaign that has rebranded all of Aldi’s communications and advertising, from weekly leaflets to in store point of sale, and has resulted in an uplift in new shoppers since the campaign launched.