Aldi wins ‘Brand of the Year’

Festival of Marketing 2015: Aldi has scooped one of the top prizes at the Masters of Marketing awards after being named ‘Brand of the Year’.

Aldi has had a phenomenal year in terms of both its brand and its business. According to the latest Kantar Worldpanel data, sales at the discounter were up 17.6% in the most recent quarter giving it a 5.6% share of the market.

Its revenues were up 31% to £6.89bn in 2014. Meanwhile the big four grocers have all experienced sales and profit drops and consistently warned of tough trading as the discount grocers (which also include Lidl and Netto) continue to attract consumers.

This is also the year it announced its sponsorship of Team GB as it looks to celebrate its British credentials. The supermarket and its marketing strategy have been consistently praised by brands in other sectors with Ryanair recently saying it wants to become “The Aldi of the air”.


The judges praised Aldi, calling it the “epitome of a challenger brand”. It was hailed for redefining the entire supermarket sector and really taking on the established grocery brands to become “part of the British psyche”.

“This is Aldi’s year. Both a category disruptor and a serious alternative to other supermarkets. The brand has led the way in standing for cheap and good quality together,” said another judge.

The shortlist for Brand of the Year:

  • Aldi – WINNER
  • Airbnb
  • Lego
  • Netflix
  • Santander

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here