McCann Manchester is celebrating for the second time in a week having claimed one of the top prizes at the Grocer Magazine’s Advertising, Marketing and PR Awards for its work with leading grocery discounter Aldi.

The agency scooped the top prize in the hotly contested TV and Cinema Campaign category for its highly successful “Like Brands” campaign

The win represents the second major success for McCann Manchester and Aldi in seven days. Last week the agency claimed top honours at Campaign magazine’s prestigious Big Awards in the keenly contested Household, Grocery & Soft Drinks category for Best TV Campaign for its “Like Brands” campaign for the leading retailer.

In claiming top prize at the Grocer Awards, McCann saw off stiff competition from leading brands and agencies including Weetabix, Carlsberg, Kenco and Yeo Valley and agencies JWT, BBH and Fold 7.

The recognition is the latest in a string of successes for Aldi which has seen annualized sales growth running in excess of 25% year-on-year. This growth has resulted in its market share rising to 3.5% – an all time high for the brand in the UK.

For seven years, McCann Manchester has played a major role in helping Aldi become the fastest growing supermarket in the UK. The “Like Brands” campaign aimed to take the next step – grow basket size – by tackling the lack of familiarity with Aldi own brands.

The ‘Like Aldi. Like the Price.’ TV campaign leverages the trust that consumers have in big brands as well as the trust they have in peer group recommendation. It shows ‘real’ consumers talking about the fact that they like both the Aldi product and the big brand equivalent. The campaign also experienced considerable social media buzz, with the ‘tea’ ad specifically trending at the number seven spot on Twitter within the first day and reaching over 450,000 Youtube views in the first week.

Commenting on the win, Simon Buchanan, the Managing Partner responsible for the Aldi account said, “To win two major industry awards in the past seven days for the same client is pretty special and to do so against intense competition from leading brands and agencies is testimony to the strength of the partnership we have developed with Aldi.”

McCann Manchester Chief Executive Sue Little adds, “This is a great award to win and recognises the huge volume of hard work the team in the agency and the client have undertaken over the past seven years. It shows that great strategy and creative can win awards and help deliver great commercial success.”