The most competitive brothers in the world have joined forces with the most competitive supermarket in the world Aldi, to launch its new fully integrated summer marketing campaign.
Designed to show customers how they can win big this summer, the campaign, which launches on Sunday 11th June, features Alistair and Jonny Brownlee and plays on the competitiveness between the brothers as they try and get one up on each other.
There are three executions and in each, we see Alistair or Jonny having failed to beat the other on price by shopping for brands at one of the big four supermarkets. The winning brother can be seen cooking a sumptuous Aldi BBQ or preparing a mouth-watering picnic spread, whilst the losing brother has to undergo a forfeit or gets his revenge over the winning brother.
Commenting on their involvement in the campaign, Alistair Brownlee said: “Everyone knows how competitive Jonny and myself are. There is next to nothing that we don’t compete over.”
Jonny Brownlee added: “As athletes, fuelling our body with the right foods is so important and we’ll never sacrifice on quality. But quality doesn’t need to mean expensive and at Aldi, you can get your hands on the best quality, amazing range of food at great prices. Everyone is a winner.”
Adam Zavalis, Marketing Director at Aldi added “This campaign taps into the unrivalled competitiveness of the Brownlee brothers delivered via our distinctive humour to showcase why choosing Aldi this summer will get you to the top of the podium with our award-winning quality at unbeatable prices.”
“This important partnership complements our Team GB Get Set to Eat Fresh commitment where we are aiming to educate 1.2 million children about the benefits of healthy eating and reinforces our position as Britain’s fresh produce supermarket of the year.”
As part of the campaign Aldi will also be the official supermarket partner of the Leeds World Series Triathlon this weekend, where the Brownlees finished 1st and 2nd last year. Aldi will be supplying all the water, fruit and their exclusive Hike protein bars to the thousands of participants who will be competing across the two days of events in Yorkshire’s biggest City.
In addition to branding at the event Aldi will also be cheekily unveiling outdoor adverts, in the style of the Carlos Tevez advert that Manchester City ran in 2009, welcoming customers to Yorkshire’s finest, the Brownlees and Aldi, right in the heart of Morrison’s and Asda’s home turf!
Aldi’s integrated summer campaign will launch in store via Point of Sale and in Aldi’s Specialbuy weekly leaflets, online across digital and social channels and a TV campaign which airs during ITV’s Vera and new drama ‘The Loch’ on Sunday 11th June.
Agency Production: Jane Colbeck, Rohin Lalli
Creative Agency: McCann UK
Executive Creative Director: Dave Price, Neil Lancaster
Executive Creative Directors: Rob Doubal
Head of Strategy: Theo Izzard-Brown
Managing Director: Simon Buchanan
Production Manager: Melissa Bennett