advertising case: Aldi

 Aldi large

 Above: the German retailer Aldi worked with McCann Manchester to win over sceptical consumers in the UK and Ireland.

Aldi, the German-owned discount grocery chain, needed to encourage UK shoppers to change the habit of using Aldi for occasional purchases, but doing their main shop at one of its rivals.

Working with McCann Manchester, the group developed an advertising campaign based on encouraging shoppers to shift their weekly shop at Aldi and then quantifying the savings they made from this move.

Television ads, featuring real consumers, and a variety of press ads were used to prompt people to take the "Swap & Save" challenge.

Following the campaign, Aldi's market share rose from 3.5% to 4.5% in the UK and from 5.6% to 7.1% in Ireland

The retailer also benefited from an increase in the average 'basket size' bought by its shoppers, and a higher loyalty rate.

You can read the full case on the IPA website.