There was a time when choosing where to do the weekly shop was a largely functional decision: which was the closest, where had the best parking.
But in a fiercely competitive and increasingly fragmented sector, shaped by changing consumer behaviour and relentless cost pressures, retailers have had to adapt.
Convenience and price still matter enormously, but the retailers that win are balancing competitive value strategies with authentic storytelling and cultural relevance. In a world where loyalty is fragile and choice is endless, supermarkets that stand for something, say it well and deliver consistently, will attract customers time and again.
The power of storytelling
Increasingly, where we shop says something about who we are or who we aspire to be and consumers are paying close attention to how supermarkets show up on issues that matter to them. Supporting local farmers, championing fair wages or showcasing diverse talent isn’t just good corporate behaviour; it’s powerful brand‑building.
Creating emotional loyalty requires consistency, clarity and credibility delivered through sustained PR and marketing efforts. When brands get this right, values move beyond statements and become stories people recognise, trust and share.
This sentiment is at the heart of our long-standing, award-winning PR and social media work for retail giant Aldi. We have created multi-channel platforms to hero the stories of the people behind the products, spotlighting local suppliers and celebrating colleagues to bring them closer to the communities they serve. And it’s working – in 2025 Aldi became the second-largest supermarket by volume in Scotland, overtaking Asda for the first time.
Shoppers understandably are drawn to Aldi for its famously low prices, but they come back time and time again because they recognise it as a brand that champions its people, its local suppliers and its customers.
Creating brand buzz and leveraging viral culture
We live in a noisy world, where brands compete relentlessly for attention across media and social platforms. Supermarkets aren’t just battling other retailers for share of voice, they’re up against viral memes, TikTok trends and a fast‑moving news agenda.
Enter the viral food launches of 2025. From Dubai Chocolate to the Strawberry and Cream Sandwich and Aldi’s ‘gender reveal’ Cuthbert, retailers are getting bolder in their attempts to stand out on shelves.
Those that tap into humour, cultural moments and collective joy on social media can become part of everyday conversation. Few have demonstrated this more effectively than Aldi. From sharp social media comebacks to limited‑edition product drops that spark genuine frenzy, Aldi has shown that supermarkets can play in the same viral spaces as more typical lifestyle brands.
Our fast‑reacting PR and social teams understand the stories and content consumers actually want to engage with, turning moments into headlines and attention into loyalty.
Crucially, this kind of buzz doesn’t replace strong fundamentals; it amplifies them. Aldi’s value credentials give its playful tone credibility. Without that trust, the jokes simply wouldn’t land.
Creating a club that everyone wants to be a part of
At its best, modern supermarket marketing is about creating a sense of belonging. Whether through loyalty mechanics, personalised communications or community-driven storytelling, the most successful brands make shoppers feel recognised, rewarded and part of something bigger.
Influencing buying habits is a delicate game of hearts and minds. Value and convenience may open the door, but it is meaning, personality and trust that keep customers coming back.
In a sector defined by fierce competition and fleeting attention, the brands that thrive are those that treat every piece of content and every interaction as part of a bigger, coherent story and one that reflects their customers’ lives, values and aspirations.
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