Transforming Aldi UK over a decade

After 20 years of trading in the UK, Aldi still only had 2 per cent market share. From 2010 to 2019, working with the McCann Manchester agency, Aldi invested in more creative and appealing advertising and more mass media exposure to change perceptions of its products and brand.

This case details how during the period more shoppers visited ALDI stores, came back more frequently, and the average spend per shop also rose. By the end of 2019, the company's UK sales had grown to £9.4bn and its market share had climbed to 7.9%.

The results were recognised in the 2020 IPA Effectiveness Awards.

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