Aldi: The Like Brands campaign
Principal authors: Ian Lloyd Jones and Sibel Akel Saoulli, McCann Manchester
This paper tells the story of how an unusual creative communications strategy helped transform Aldi from retail underdog to fastest growing supermarket chain in the UK, along the way creating the UK's favourite TV ad of 20111.
Martial arts such as Judo and Ju-jitsu are well known for using an opponent's force against them, borrowing and redirecting their power so that even a stronger attacker can be disarmed. Aldi faced much larger opponents in the Big 4 supermarkets – Tesco, Asda,...