Behind the Winning Idea - 'Shame to Pride'
Oct 07, 2021•40 min
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Episode description
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.Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.
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