Campaign Story of the Week

Aldi launches its cheeky ‘Can’t Match This’ campaign, mocking competitors' attempts to price match its products. The TV ad, featuring a father-and-son duo dancing to MC Hammer’s ‘U Can’t Touch This,’ underscores Aldi’s unbeatable prices. Marketing director Jemma Townsend says, “Only Aldi offers true price benefits.” Launching last week (24th May), the campaign includes hundreds of price cuts and swap-and-save suggestions, aiming to reclaim market share from top rivals like Tesco, Lidl, and Sainsbury’s.

Brand Uplift Story of the Week

Abercrombie & Fitch achieved record Q1 sales of $1.02bn, up 22% from last year, by focusing on “fewer promotions” and sharply defining each brand’s identity. CEO Fran Horowitz highlighted balanced investment across marketing funnels and a “clean inventory position” as key strategies. Marketing spend increased to 5%, enhancing global brand awareness. The company’s turnaround included appealing to working millennials and revamping Hollister. These strategic moves propelled a 245% stock price surge and set the stage for further global expansion.

Social Media Story of the Week

YouTube has launched "Playables," offering over 75 mobile games to users in the U.S., U.K., Canada, and Australia. After eight months of testing, games like Angry Birds Showdown and Cut the Rope are now available to boost engagement. Given gaming's massive popularity on YouTube, this move aims to keep users on the app longer. Look for the new "Playables" menu in the Explore section or your Home feed.

Drinks Industry Story of the Week

The London Wine Fair reported an 8% decline in visitors this year, totalling 9,243, but saw a notable increase in audience quality. Held at Kensington Olympia, the fair emphasised "investing heavily" in visitor quality, with 41% of attendees using the 'essential planner' tool, up from 12% last year. Despite challenging industry conditions, exhibitors praised the event's success, highlighting robust business interactions and the fair's importance for serious players in the wine industry.

Food Industry Story of the Week

McDonald’s new 'Surprise Fries' campaign invites customers to "Peel your fries, to get a surprise!" Every medium or large fries order now comes with a peel-off prize or a code for the McDonald's app. Prizes include menu items, cash, merch, and festival vouchers. The campaign, created by tms, features a joyful film by Leo Burnett, supported by OOH, audio, press, and digital. Running from May 29 to July 2, it's the feel-good hit of the summer!

Property Industry Story of the Week

Property developer Downing is set for a record-breaking 2025, launching 10 new projects across the UK worth £1.6bn. In Q1, Downing acquired prime sites in Bristol, Glasgow, Newcastle, Brighton, and London. Major projects include a 45-storey shared living space in Manchester. With five deals worth over £60m already completed this year, Downing is expanding its 200-strong team and relocating its Liverpool HQ. "It's an exciting time to join Downing," says investment director Bay Downing.