Aldi

Voting has now closed you’ll have the chance to decide the ultimate iconic brand via a live vote at our spectacular Diamond Anniversary Dinner in London, 27 November.

Aldi became the first UK supermarket to use TV advertising to curb panic-buying, a campaign lauded by Kantar as the most effective of lockdown. The ad assured shoppers that Aldi was “trying our best” to supply “low priced, quality food” and to help key workers. Aldi’s compassionate (and business savvy) response, – including donating to Age UK, auctioning brand mascots to support NHS charities and launching fixed-price emergency packages for the vulnerable – has translated into income too, with sales up 10% on last year.