Aldi UK & ROI - Swap and Save

A long running campaign of over 40 ads. To reignite growth and tackle slowing penetration, Aldi created its ‘Swap & Save’ campaign—originally created to shift perceptions of quality and address social stigma around discount shopping. Using behavioural economics and a fresh framing of benefits, the campaign showed real shoppers buying healthy, aspirational food at Aldi prices, positioning the brand as a route to living well. Social elements encouraged customers to share their switching stories, driving strong engagement. In the UK, ‘Swap & Save’ contributed nearly 15% of sales growth, generating £68m in incremental revenue with a ROMI of 4.72. In Ireland, it accounted for 8% of sales growth, delivering €11m in revenue and a ROMI of 8. Over 15 months in 2018–19, Aldi Ireland’s value share rose by 90 basis points—surpassing Lidl—and penetration hit record highs.