Adwatch.(ALDI Group's brand strategy overview)(Interview)

Marketing's unique weekly analysis of advertisement recall in association with TNS.

Aldi

Honest, upfront message is making the brand relevant to the British shopper

Last month, the Cote d'Azur played host to the 59th Cannes Annual Festival of Creativity. For many in the advertising industry, it's the highlight of the year.

Global CMOs and network agency chiefs gathered to be inspired by what is widely regarded as the best creative work in the world. At Cannes, purity is highly prized. Trophies are handed out to those who shepherd their work from idea to air in as 'uncontaminated' a state as possible, avoiding too many nasty logos, prices or legal supers.

Meanwhile, back in the UK, there was a war going on. On High Street Britain, businesses were fighting for their lives in the most brutal commercial …