Shop, Eat. Repeat. How a bold repositioning campaign restored Aldi to record growth
Aldi’s sales growth slowed from 19.3% in 2015 to 12.3% in 2016 – amounting to a £347m lost revenue opportunity. It needed shoppers to reappraise its brand and visit stores more frequently. Through the ‘Everyday Amazing’ positioning, Aldi encouraged consumers to view its products as good enough for top-up purchases and not just a value-led big shop. The Brownlee brothers were chosen as accessible spokesmen in TV ads, online, social, in-store, and other channels. Following the activity, annual frequency of visits per customer rose from 19.1 to 19.8. Sales growth recovered to 19.1%, resulting in £1bn of incremental revenue, and 6.1% market share.