McCann’s specialist social and influencer division; McCann Content Studios helped Aldi turn quick reactions and unmistakable humour into a World Cup win – without paying a penny to FIFA.
Aldi and McCann Content Studios have topped retail’s World Cup creator conversation, with independent research finding that the supermarket generated the largest creator share of voice of any UK retailer included in the study.
Research conducted by global social agency Billion Dollar Boy found that Aldi accounted for 34% of creator share of voice, placing it ahead of eBay, Boots, Marks & Spencer and Tesco.
The activity was created and delivered by McCann Content Studios, McCann’s dedicated social and content division, working closely with Aldi to help the brand show up at the speed of the game.
Throughout the tournament, the team reacted to the moments fans were already talking about, found the unmistakably Aldi angle in each one and created content people genuinely wanted to engage with and share.
Rather than relying on official tournament rights, the work played to Aldi’s challenger spirit: moving quickly, behaving distinctively and finding a credible role for the brand within matchday culture.
The result reflects a wider shift in how brands earn attention around major cultural moments. While sponsorship can buy visibility, it cannot guarantee relevance. That comes from understanding the audience, knowing the brand’s role in the conversation and having the confidence to respond while the moment still matters.
An Aldi spokesperson said: “Aldi has always had a distinctive voice, and our customers expect us to react to the moments everyone is talking about in a way that feels entertaining and unmistakably us.
“Working with McCann Content Studios meant we could move quickly throughout the tournament, find the Aldi angle and create content that genuinely connected with fans. We’re delighted to see that approach recognised in the results.”
Luke Taylor, Head of McCann Content Studios, said: “Aldi is at its best when it behaves like Aldi. We didn’t need the brand to look or act like an official sponsor – we needed it to bring its humour to the moments fans already cared about.
“That meant reacting quickly, truly knowing your audience and making sure every piece of content felt unmistakably Aldi. You can buy visibility through sponsorship, but it can’t guarantee relevance, and it doesn’t top creativity. The results show what can happen when a brilliant client backs brave work and moves together at the speed of culture”
The Aldi activity was created and delivered by McCann Content Studios. Billion Dollar Boy independently analysed creator activity surrounding the tournament and produced the resulting share-of-voice ranking.
Source: McCann
BACK OF THE NET FOR ALDI AND MCCANN CONTENT STUDIOS added by newsroom on
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