Aldi may have enjoyed a decade of growth but as Covid hit, customers retreated to the perceived safety of its ‘big four’ rivals. Market share began to suffer, dropping to its lowest level since January 2019.
Determined not to be overlooked, Aldi decided to shake up its social media, switching from a tactical performance channel to a crucial pillar of its brand-building armoury.
Working with long-term partner McCann Manchester, the goal was set to make Aldi the most famous supermarket on social media, using the brand’s tone of voice to generate love and drive post-lockdown footfall.
Aldi launched its first major social-first campaign in October 2020 to celebrate the company’s 30th anniversary, based on the insight that no one cares about a supermarket’s birthday. Reaching 11 million people, the campaign achieved a 10.4% engagement rate.
When Marks & Spencer initiated legal proceedings over the Cuthbert the Caterpillar cake in 2021, Aldi responded with the #FreeCuthbert campaign. Not only did the campaign reach 103.4 million people, Aldi’s positive sentiment and purchase consideration grew by 8.5% and 6.8%, respectively.
Next, the supermarket enlisted the help of influencer Tommy Fury to launch its ‘Aldi Mania’ clothing line, making its TikTok debut in April 2021.
Aldi’s combined impressions grew from 2.6 million in 2019 to more than 764 million by 2022, notching up total impressions of almost 2 billion across the three years of activity. According to YouGov, Aldi now ranks as the UK’s most famous (99%) and most popular (80%) supermarket.
Winner of the 2023 Marketing Week Award for Long-Term Brand Building Excellence, Aldi regained market share to overtake Morrisons as the UK’s fourth-largest supermarket in September 2022.