20 years after entering the UK market, German discounter Aldi was stuck in a rut. It had become pigeonholed as a ‘supermarket for poor people’, selling a limited range of low-quality products at cheap prices for people with no money. With a small market-share and dwindling growth, Aldi questioned whether it had a future in the UK market.

The only possible way out was to try to find a way to persuade Britain to think again about Aldi and change their ingrained attitudes of 20 years. Aldi turned to its agency to help; something drastic needed to happen to turn the brand around.

Aldi set a mammoth goal of becoming a top-five UK grocery retailer within ten years (it was 8th in 2010), which meant quadrupling annual revenue to £8bn, and ultimately getting shoppers to like Aldi.

This challenger mindset, the 'Act like the Pirates not the Navy' approach, being the 'loveable disrupter' was the overarching creative strategy Aldi implemented throughout its brand communications. It was the golden thread that weaved together Aldi's creative campaigns over the next 10 years.

The challenger mindset meant that Aldi didn't try to fit in with the Big-Four, it doubled down on its differences.

Three core principles outlined this approach:

1) Challenge with humour

2) Be real

3) Be topical

Aldi's Like Brands campaign humourously challenged the deep-seated myth that branded products are best and own-label is inferior. When other retailers were creating extravagant Christmas adverts, Aldi's Christmas mascot was based off the humblest, realest item Aldi sells, a 3p carrot. The Swap and Save campaign challenged real families to save basket loads on their weekly shop.

Every execution, from Tweets to TV spots, solidified Aldi's position as the lovable disrupter.