Aldi: Like Brands 2011-2018

Discount supermarket chain Aldi increased sales, market share and quality perceptions in the UK through an eight-year long campaign that highlighted the quality and convenience of its products by comparing them with much-loved brands.

Campaign details

Brand: Aldi UK & IrelandAgency: McCannCountry: United Kingdom

Executive summary

The challenge – Convince disloyal customers that at Aldi, you really can get more than you pay for.

The insight – Consumers’ love of and trust in well-known brands made shopping more at Aldi seem high risk.

The idea – Reveal the untold truth: most people liked Aldi products as much as more expensive, well-known brands.

Bringing the idea to life – People trust other people like themselves more than supermarkets: let shoppers tell each other how good Aldi’s products are.

The results ...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands