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: “Your mum shops at Aldi” was regularly used as a playground insult. With only 2%3 market-share and dwindling growth, Aldi questioned whether it had a future in the UK market.

In 2010, a full twenty years after entering the UK, Britain didn’t think much of Aldi or, for that matter, its private label products.

The then-MD of Tesco was condescendingly dismissive

“We welcome the advent of Aldi... We can happily live in our part of the market and they can live in theirs”

We set out with a single objective – to break down the irrational prejudice around Aldi, using nothing more solid than our democratiser’s mission and a cheeky, humorous, ‘everyman’ tone of voice.