This week, in Behind the Winning Idea, we explore the strategy, execution and outcome of Aldi: Shame to Pride, winner of the Sustained Growth Grand Prix in this year's WARC Awards for Effectiveness.
Aldi ran a ten year multi-channel campaign to improve perceptions, grow share, and become a top-5 grocery retailer in the UK. We spoke to Jamie Peate, Global Head of Retail Strategy at McCann Worldgroup, and Laura McKinlay, Managing Partner at McCann Manchester, to find out more.
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