Having already significantly shaken up the multiples market, Aldi – with Adam Zavalis at its marketing helm – looks set to disrupt the market once more. In January 2015 the supermarket rolled out its #Aldichallenge. The campaign encouraged consumers to tweet how much they had saved by switching to Aldi. It follows two ads that asked customers to switch brands. The ads were subsequently banned by the ASA following complaints from Asda and Tesco, but it remains one of the most recalled campaigns of the year. Aldi was also ranked as the best performing brand of 2014 based on YouGov’s BrandIndex. It has been reported that the company is now considering a move online, which will keep Zavalis even busier going forward.
Best advice: "To thine own self be true."