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Aldi UK & Ireland
'Like Brands' 2011-2018
RAN IN:
CLIENT
Aldi UK Ltd.
Giles Hurley, CEO
AGENCY
Andrew Houghton, Research Manager
Darren Hawkins, Group Strategy Director
Jamie Peate, MWG Global Head of Retail Strategy
UM Manchester
Guy Beardsley, Group Media Director
SUMMARY
An instant hit and a long-running success, Aldi UK aired over 100 Like Brands ads, and exported the idea to USA, Australia and Ireland. Yet, the real success of Like Brands lay in reversing Aldi's fortunes, winning it a special place in the hearts of UK shoppers by transforming consumer attitudes to private label. Voted both Ad of the year 2011 and Ad of the Decade 2010s, Like Brands propelled Aldi on a trajectory that would make it the UK & Ireland's fastest growing supermarket from 2010-2018.
CASE VIDEO
Hero Medium: TV
Medium Featured On Video: TV
Audience: Families
Objectives: Increase brand loyalty
Type: Business to Consumer
Language: English
