This paper reveals how Aldi, a limited-range deep-discount supermarket from Germany achieved astonishing success in the UK grocery category over ten years by taking a fresh approach to marketing ...

Aldi turned a potential legal debacle into an unforgettable marketing win. When Marks & Spencer accused Aldi of copying its Colin the Caterpillar cake with their own Cuthbert, Aldi’s response was ...

When you think of brands with brilliant marketing strategies, it's probably the big hitters that come to mind – the likes of ...