A court ruling that Aldi infringed Thatchers’ trademark could “open the floodgates” for similar cases, meaning retailers producing brand lookalikes may have to remove the products or face legal action.
As retailers begin to reflect on the festive period, have strong ad effectiveness scores translated into high sales?
In the first of a monthly insight column, Reality Check, insight specialists Andrew Tenzer and Ian Murray of Everyday People argue that Aldi has found success by avoiding the ‘flim flam’ of unnecessary entry points.
Aldi pledges to maintain “price gap” setting it apart from “traditional full-price supermarkets” after generating £1.6bn Christmas turnover.
System1’s analysis of 2024’s Christmas ads has found creative with strong brand-building potential is also more likely to drive sales. Aldi’s Kevin the Carrot tops the ranking for both short and long-term effects.
Aldi, Sainsbury’s and M&S Food are all strong contenders in the Christmas ad race, with M&S clothing and home coming in as viable competition.
Kevin the Carrot, who is returning in a Mission Impossible-style ad, has been starring in Aldi’s ads since 2016 and has previously scored impressively in the fiercely contested Christmas effectiveness rankings.
The retailer made £100m of price cuts on more than 300 products over the past three months, as it preps an £800m nationwide expansion.
The supermarket, long seen as a benchmark for others to position with on price, has launched a new campaign mocking competitors who price match its products as it looks to reclaim some of the ground recently lost to rivals.
The discounter has pledged to cut more prices in 2024 than ever before.
As Chanel arrived in town for an exclusive fashion event, Aldi devised a way to hijack the attention at minimal expense.
The UK’s two major discounters reported significant success over the festive period, with a focus on both pricing and product having driven sales.
Adam Zavalis is joining the UK’s third-largest supermarket chain off the back of two stints at challenger brand Aldi.
Krysten Halley will join the supermarket chain, joining its existing marketing director Jemma Townsend in the role.
Zavalis has had two stints at the supermarket. He is the third senior marketer to leave Aldi this year.
All the latest marketing podcasts from Marketing Week, featuring analysis of marketing trends and interviews with top marketers.
