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Aldi UK
How Aldi won Christmas with the help of a humble carrot

RAN IN: UK

CLIENT
Aldi Stores

Adam Zavalis, Marketing Director

AGENCY
McCann Manchester *Lead Agency

Jamie Peate, Head of Retail Planning
Darren Hawkins, Strategy and Insight Director
Marie Koropisz, Planning Executive
Andrew Houghton, Research Manager


UM Manchester

Guy Beardsley, Group Media Director


Weber Shandwick


Red Consultancy


Gain Theory


SUMMARY

Despite having a winning formula as a deep-discounter supermarket Aldi still had an issue at Christmas. Its core shoppers spent disproportionately more than average on making their Christmas special, but they didn’t spend it all with Aldi, trading up-and-out into other retailers. By creating and sticking with Kevin the Carrot over Christmas 2016-2017, Aldi stayed more top-of-mind for its shoppers, built an emotional connection with the brand and showcased its range. Aldi reduced its Christmas dip in market share and became the fastest growing supermarket of Christmas 2016 and 2017.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: INTERACTIVE/ONLINE ;OOH ;PR ;PRINT ;TV;BRANDED CONTENT ;CONSUMER INVOLVEMENT/USER GENERATED ;MOBILE/TABLET ;SOCIAL MEDIA

Audience: Mothers

Objectives: Retain existing customers

Type: Business to Consumer

Classification: National

Language: English