German retailer Aldi - an abbreviation of Albrecht Discount - has led the rapid growth of the so-called "hard discount" sector in the European retail industry, stripping out all unnecessary costs in order to sell a carefully controlled selection of high-volume own-label products at rock-bottom prices. Despite its stripped-down offering, Aldi has developed an unlikely position in Germany as one of the country's best-loved institutions, frequented by wealthy bargain-hunters as well as the less well-off. That's largely because of a focus on high quality despite the low pricing. The family-controlled group also has an extensive global profile, with operations as far afield as the US and Australia, as well as other European markets. In several countries, not least the UK and Australia, the relentless expansion of Aldi and also its domestic rival Lidl, has resulted in fierce competition with local chains who have struggled to match the German group's prices.
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Adbrands Weekly Update 10th Nov 2016: Ads Of The Week: "Kevin The Carrot". Aldi's UK Christmas campaign couldn't be more different if it tried from its Australian cousin (see our Facebook page) in which a family of horrendously exaggerated brash Americans discover the joys of an Australian Christmas. Our British campaign is far more restrained. Also perhaps borrowing a leaf from Sainsbury's 2015 campaign, agency McCann London has plumped for a CGI children's story featuring not animated animals but animated vegetables, recounting the (mis)adventures of Kevin The Carrot. It's a charming fable, and all that food looks truly delicious. Watch out Big Four supermarkets! Aldi is planning to take another big bite out of your market share this year.
Adbrands Weekly Update 29th Sep 2016: The UK division of discounter Aldi reported record revenues for 2015, but a decline in profits that reflected the brutal competition within the supermarket sector. Revenues were up 12% to £7.7bn, boosted by premium products. Sales of wine and "specially selected" food products jumped 20%, the company said. However price-cuts resulted in a 15% decline in pretax profits to £212.6m. "We will not be beaten on price," said CEO Matthew Barnes as he vowed to keep cutting prices to remain the UK's cheapest supermarket while also offering top quality products. Latest Kantar Worldpanel figures for the 12 weeks to 11th Sept show Aldi holding firm at record market share of 6.2%. Waitrose and Lidl were also at best-ever results of 5.3% and 4.6% respectively. At the top end of the table, Walmart-owned Asda clawed back some ground, regaining 15.7% of the market, now just 0.2% behind Sainsbury. The latter issued a quarterly update this week showing a 1.1% decline in same-store sales, slightly higher than the previous quarter, and caused by the continuing price war within the market. Tesco still leads at 28.1% market share.
Adbrands Weekly Update 22nd Sep 2016: Aldi launched its first ever TV advertising campaign in Germany. Previously it has only used other media, such as radio, press and out-of home. It has also in the past managed all media planning and buying inhouse. Now, rather than appoint a traditional media agency, it named Neo@Ogilvy, the digital arm of its newly appointed creative agency Ogilvy to handle all TV and online media. Out-of-home is to be directed via indie shop Jorst von Brandis, with cinema advertising through another indie, Fluent.
Adbrands Weekly Update 21st April 2016: In the UK grocery market, discounters Aldi and Lidl continued to nibble away at established rivals, both posting record levels of market share for the latest rolling quarter to March. Aldi hit 6.0% of total tillroll for the first time, though a marginal increase by Co-op Food Stores to 6.1% prevented the German group from seizing 5th place. That gain, though, is only a matter of time. Lidl regained its previous high of 4.4%, a level it has reached several times before but has yet to beat. Sainsbury's retained a narrow lead in second place ahead of Asda, though still well behind Tesco.
Adbrands Weekly Update 24th Mar 2016: Latest figures from Kantar Worldpanel for market share among UK supermarkets put Aldi at a new high, close to overtaking Co-operative Food Stores as the local #5. Aldi's share for the 12 weeks to the end of Feb hit 5.8%, compared to 6.0% for the Co-op. Sainsbury's retained the #2 position for the fourth consecutive period, ahead of Asda.
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