At Christmas, the famously low prices that drove Aldi’s growth for most of the year suddenly became a weakness, with shoppers trading out to mainstream supermarkets in an effort to bring something ‘special’ to their seasonal festivities.

Business Objectives

(a) Achieve +5% Christmas sales growth each year

(b) Reduce trade-out in December by 5 percentage points (pp) within five years, from -7.84% in 2015 to -2.84% in 2020 in the UK

Marketing Objectives

Within 5 years:

(a) Grow Christmas penetration by 8pp, from 37.1% to 45.1%

(b) Increase shopper loyalty at Christmas by 1.5pp

Communications objectives

(a) Improve the perception that 'Aldi has everything you need for an amazing Christmas at great value’.

(b) Increase consideration by 1pp each year, from 40% in 2015 to 45% in 2020.

(c) Create and maintain excitement, social discourse and interest around Aldi at a time when competition is high