Aldi: Like brands 2011-2020

Aldi, a supermarket chain, increased brand love and penetration in the UK by launching a campaign spanning several years that applauded its competition rather than knocking them.

Campaign details

Brand: AldiAgency: McCann ManchesterCountry: United Kingdom

Objectives

Business

2011's sales target - £2bn, +11% vs. £1.8bn in 2010.

Equating to value share growth from 1.7% to 1.9%.

Prove Aldi UK was capable of organic growth to justify continued investment in both marketing and future store openings.

Marketing

Penetration/Frequency - to increase the proportion using Aldi as their 'most often top-up shop' from 13% to 15%.

To increase consideration from 35% to 40%.

Basket Size - one extra item in each customer's basket on every trip, would grow average annual spend per customer from...

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