After 20 years of UK trading, the German discount supermarket, Aldi, still only had 2% value share of the UK market. From 2010 to 2019, Aldi employed communications to turn attributes – such as its lack of big brand products – from perceived negatives to positives. Humorous campaigns, including ‘Like Brands’ and ‘Kevin the Carrot’, increased brand consideration and affinity, persuading more shoppers to use Aldi for a range of needs from weekly shops to special occasions. Penetration, frequency, and basket size rose. By the end of the period, sales had grown to £9.49bn and value share was 7.9%.