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.
As Aldi and Morrisons battle to be the UK’s fourth largest supermarket, both grocers are investing to keep their prices low amid the rising cost of living.
The marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign.
KFC has also returned to the ranking of the world’s most valuable brands having both been absent in 2020.
After posting strong Christmas trading results this week, the UK’s major supermarkets are pledging to keep their prices low this year even in the face of dramatically rising costs, driven by inflation, higher wages and the cost of living crisis.
Aldi’s Christmas ad campaign was crowned the most effective festive ad of 2021, helping the supermarket to record sales growth ahead of its rivals. However, analysts believe its “poor” online proposition is holding it back.
Kevin the Carrot and Ebanana Scrooge have driven Aldi to the top of the Christmas rankings this year, as the supermarket continues its effectiveness streak.
A single tweet sparked a campaign that would become Aldi’s biggest news story and lead to protests outside Marks & Spencer.