Aldi Supermarkets and the art of reframing a negative

Aldi Supermarkets
Written By On Strategy Showcase

Jamie Peate
Global Head of Retail Strategy
McCann, Manchester

Connect with Jamie
LinkedIn / Agency

Laura McKinlay
Managing Partner
McCann, Manchester

Connect with Laura
LinkedIn / Agency

 

By brilliantly crafting a perceived negative into a strength, Aldi went from a 2% share to a 7.9% share. Hear the Grand Prix award-winning story behind the strategy from Jamie and Laura of McCann, Manchester.

 
 

Below are a series of TV spots from the three key campaigns that ran throughout the period.

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