Shop, Eat. Repeat. How a bold repositioning campaign restored Aldi to record growth

Aldi, a value supermarket, persuaded British shoppers to visit more often by reappraising Aldi as a credible store for top-up shopping and raising overall shopper frequency from 19.1 to 19.8 visits per year.

Campaign details

Brand: AldiAdvertiser: Aldi UKAgency: McCann Manchester

For five consecutive years, grocery retailer Aldi reported extraordinary, market-leading sales growth.1

Then, in 2016, that growth started slowing down.

In a tougher economic climate, Aldi found itself facing new competitive threats. As a result, Aldi's sales value growth dropped from 19.3% in 2015 to just 12.3% in 2016, effectively a £347m lost opportunity.

Not one to rest on its laurels Aldi focused on re-establishing previous growth levels...

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