Aldi was in a bit of a pickle at the start of 2010 after a series of changes at the top. But on the marketing side, it stuck to its mission and boy, did it work.
Its plan was to enter independent product testing, product awards programmes, media trials, tests and reviews, and customer testing. It would then let the resulting publicity do the talking.
What followed was a record year for award wins, positive reviews and publicity. The chain won 146 awards for a wide range of products, generating 1,083 pieces of press coverage in national newspapers and women's magazines. Its Magnum washing-up liquid beat Fairy. Its Oliver Cromwell 1599 premium Gin beat Tanqueray 10. And when a Daily Mail journalist saved 60% on her shopping, the article became the most commented on in the Daily Mail website's history.
Aldi used the endorsements to create bespoke versions of its twice-weekly e-mails, which were ranked as among the most opened by Aldi's customers.
Aldi also relaunched its range of eggs and subsequently won free-range egg retailer of the year at the annual awards of the British Free-Range Egg Producers Association in December 2010.
The award capped off a fine year for the discounter that ended with a then-record market share of 3.1% [Kantar Worldpanel].
It's still growing.