Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • An underdog brand for underdog shoppers
  • An underdog brand for underdog shoppers
    Aldi (2017) ©
CASE STUDY

Aldi: proving that people still love an underdog

Aldi has built a perception of itself as an unpretentious supermarket for the cost-conscious. And by using techniques typical of challenger brands – through self-effacing humour and the use of ‘real people’ in ad campaigns – it’s capturing the hearts (and wallets) of the British public.

Canvas8