Aldi: The Like Brands campaign

Discount supermarket Aldi was struggling in the UK, despite the recession, because consumers had returned to trusted name brands which it did not sell.

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 2011.

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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