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, penetration also hit record highs. The campaign won multiple IPA Effectiveness Awards over the 8 years that it was on air.