McCann Manchester is celebrating for the second time in a week having claimed one of the top prizes at the Grocer Magazine’s Advertising, Marketing and PR Awards for its work with leading supermarket retailer Aldi.
The agency scooped the top prize in the hotly contested TV and Cinema Campaign category for its highly successful “Like Brands” campaign for the second consecutive year.
The win represents the second major success for McCann Manchester and Aldi in seven days. Earlier in the week the agency secured a prestigious IPA Gold Award for its work with Aldi.
In claiming top prize at the Grocer Awards, McCann and Aldi saw off stiff competition from leading brands including Carlsberg, Cadbury, Snickers, John West and Pilgrims Choice.
The recognition is the latest in a string of successes for Aldi which has seen annualised sales growth running in excess of 40% year-on-year.
For eight years, McCann Manchester has played a major role in helping Aldi become the fastest growing supermarket in the UK. The “Like Brands” campaign is helping Aldi grow basket size and shopper frequency by tackling consumers’ lack of familiarity with Aldi’s own branded products.
The TV campaign leverages the trust that consumers have in big brands as well as the trust they have in peer group recommendation. It shows ‘real’ consumers talking about the fact that they like both the Aldi product and the big brand equivalent.
Commenting on the win, Simon Buchanan, the Managing Partner responsible for the Aldi account said, “To win two major industry awards in the past seven days for the same client is pretty special and to do so against intense competition from leading brands and agencies is testimony to the strength of the partnership we have developed with Aldi.”
McCann Manchester Chief Executive Sue Little adds, “This is a great award to win and recognises the huge volume of hard work the team in the agency and the client have undertaken over the past eight years. To win this award two years running against such stiff competition really is a testimony to Aldi and the McCann team behind this massively successful campaign.”
