To kick-start penetration and flagging sales growth, Aldi Ireland revived its ‘Swap & Save’ campaign, using behavioural economics and a new insight into framing the benefits of shopping at the discount grocer. Advertising showed real consumers buying aspirational, healthy Irish food at Aldi’s low prices as a route to living well and enjoying active family lives. Social elements encouraged shoppers switching to Aldi to share stories. Communications was well-received and value share rose in line with brand activity. Over a 15-month period in 2018-19, Aldi Ireland’s value share rose by 90 basis points, overtaking Lidl, and penetration hit record levels.