The supermarket, long seen as a benchmark for others to position with on price, has launched a new campaign mocking competitors who price match its products as it looks to reclaim some of the ground recently lost to rivals.
The discounter has pledged to cut more prices in 2024 than ever before.
The UK’s two major discounters reported significant success over the festive period, with a focus on both pricing and product having driven sales.
Adam Zavalis is joining the UK’s third-largest supermarket chain off the back of two stints at challenger brand Aldi.
Krysten Halley will join the supermarket chain, joining its existing marketing director Jemma Townsend in the role.
Zavalis has had two stints at the supermarket. He is the third senior marketer to leave Aldi this year.
Aldi says it is “like M&S, only cheaper” in a new advert, which portrays caterpillar cakes Cuthbert and Colin as rivals at a party.
Data shared exclusively with Marketing Week shows Aldi and Lidl are increasing their TV advertising investment well ahead of their competitors, as the discounters continue to notch up market share gains.
The trade down to own label “shows little sign of stopping”, according to Kantar’s latest data, with Aldi and Lidl also continuing to steal market share.
Determined to cement its status as a “social media pirate”, Aldi borrowed from the high fashion playbook to ensure its fashion line sold out in four hours.
Supermarkets have reported strong Christmas results despite economic headwinds, but analysts say for the traditional grocers, this good fortune is unlikely to last.
Aldi has been on a journey since entering the UK market 30 years ago, with its relentless focus on keeping prices down, commitment to British produce and a carrot called Kevin helping to propel the challenger to the top of consumers’ minds.
From unseating Morrisons to become a ‘big four’ supermarket to claiming its place in BrandZ’s Top 100, Marketing Week’s Brand of the Year has had a year to remember.
Congratulations to all the winners of this year’s Marketing Week Awards, including Grand Prix winner Wickes, Brand of the Year Aldi and NatWest’s Margaret Jobling, who was named Marketer of the Year.
Created with agency McCann UK, the 90-second ad picks up where Aldi’s teaser ad ‘Feast of Football’ left off earlier this week.
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