Today’s guest is Jamie Peate, the Global Head of Retail Strategy and Effectiveness at McCann Manchester.

When Jamie and his team first won the Aldi account in the UK almost 20 years ago, the perception was that Aldi was, in his words, “cheap stuff for people with no money”. In simple terms: the perception of the brand was pretty terrible. Jamie told stories of mothers in focus groups saying their kids wouldn’t be seen at school with an Aldi brand snack.

Starting from a very low base of under 2% market share, Jamie and his team have successfully built out the Aldi brand over the last two decades, to the point where they’ve displaced a competitor in the “big four” biggest supermarkets in the UK by market share, they’re loved by a huge base of loyal customers and consistently winning awards for their memorable advertising work. Aldi now boasts over 10% of the market share in the UK. A truly remarkable feat and a testament to consistent brand and marketing work over a sustained period of time.

Jamie and I spent over an hour digging into the Aldi story, the strategy and insights that went into their perfect brand positioning, how their most famous campaign “Like brands, but cheaper” was born and just how a carrot called Kevin became their loveable (and extremely successful) brand mascot.

This conversation is filled to the bream with interesting stories and more importantly, insightful takeaways for creatives, marketers and brands. I hope you enjoy it.

The Own the Moment Podcast is brought to you by Komo, a Complete Customer Engagement Platform that helps brands cut through the noise and truly “Own the Moment”.

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