How Aldi turned Britain's funniest grocery store

Aldi has come a long way since it began as a family-owned grocery store in the early 20th century. Originally known as Albrecht Discount, the German supermarket's first store opened in Essen in 1913, before being taken over and expanded by the two sons of the founder, Anna Albrecht, in the 1940s. Today, the company's distinctive A logo is instantly recognizable and has thousands of locations around the world.

In the UK, Aldi's phenomenal success wasn't always set in stone. When the supermarket opened its first store in Stechford in the 1990s, there was a sense of snobbery around discounters and private labels in general. Slowly but surely, the chain has turned things around thanks, among other things, to the no-frills store design with the bargain-oriented "aisle", the chaotic energy of its checkout system with multiple barcodes and the emphasis on inexpensive proprietary transactions. Branded products that make up around 90% of the inventory.

In 2017, Aldi overtook the cooperative to become the UK's fifth largest retailer. The grocer currently has nearly 900 stores and 36,000 employees here and is expected to have a total of 1,200 stores across the UK by 2025. Above all, he has shown that there is no shame in going to a discount store. Not only has this led other major supermarkets back to focus on value (as has been the case with Tesco's discount rival Jack & # 39; s), it has changed the sociology of shopping in the UK for good.

McCann UK has played a huge role in changing the perception of Aldi and the quality of its goods since it first partnered with the supermarket in 2004. “Most of the people reading this were in their first year of elementary school when we chose Aldi. It all started with a brochure and eventually evolved into Kevin the Carrot and everything that is Christmassy, ​​”said Dave Price, the agency's chief creative officer.

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