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Aldi UK and Ireland: The Swap & Save challenge

IPA Effectiveness Awards Case Study 2014

Aldi’s ‘Like brands’ campaign had been formulated to change quality perceptions of the supermarket, but in 2013 it was apparent that more needed to be done to address the issues of range perception and social stigma. The ‘Swap and save challenge’, a campaign centring on real shoppers and the savings made by swapping their main shop to Aldi, tackled these issues head-on. The contribution to sales from ‘Swap and Save’ in the UK has been just under 15%, delivering total incremental revenue of £68m with a ROMI of 4.72. In Ireland, the contribution of ‘Swap and save’ has been 8%, equating to total incremental revenue of €11m and a ROMI of 8.

2014 Awards

Prizes

SilverSilver Award

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