Behind the Winning Idea - 'Shame to Pride'

This week, in Behind the Winning Idea, we explore the strategy, execution and outcome of Aldi: Shame to Pride, winner of the Sustained Growth Grand Prix in this year's WARC Awards for Effectiveness. Aldi ran a ten year multi-channel campaign to improve perceptions, grow share, and become a top-5 grocery retailer in the UK. ​We spoke to Jamie Peate, Global Head of Retail Strategy at McCann Worldgroup, and Laura McKinlay, Managing Partner at McCann Manchester, to find out more. Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.