Gin Jeanie is Back and Still Likes Shopping in Aldi

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McCann UK with Merman bring back the beloved great grandmother for the latest 'Like Aldi' campaign
Gin Jeanie is Back and Still Likes Shopping in Aldi

Aldi has today unveiled its latest UK TV advertising campaign, ‘Like Aldi’, which sees the supermarket update its popular ‘Like Brands, Only Cheaper’ campaign with a modern refresh, targeting shoppers unfamiliar with Aldi’s high-quality, great value product offering. 

Notably, the campaign sees the return of one of Aldi’s most loved stars, Jean, to living rooms across the country. The 91-year-old great-grandmother – who first became a TV sensation in 2011 after famously declaring her love of gin in an advert for the supermarket – reprises her starring role, once again declaring what she likes about shopping at Aldi.

Staying true to the brand’s unique sense of humour and individual positioning, Aldi’s latest campaign – created by McCann and brought-to-life by Merman - quietly challenges the British public to re-evaluate their preconceptions of the brand, whilst reaffirming that its own labels match and exceed the quality of big brand alternatives to existing Aldi shoppers.

Sean McGinty, marketing director at Aldi UK, said: “We know that once customers try our great range of award-winning products at amazing prices they fall in love with Aldi. The Like campaign uses Aldi’s well-known sense of humour and one of our much-loved characters to say, ‘come on, try it for yourself. You might just like it’.”

Premiering on 24th February during Sky News (6.12am), the advert’s first peak spot will air that evening at 7.45pm, during ITV’s showing of Coronation Street. Directed by Juliet May, whose previous work includes Miranda, Call the Midwife and Motherland, the advert will run as part of an integrated digital, social and OOH nationwide campaign, with further support appearing across weekly leaflets and point of sale in store.

The ‘Like’ campaign creative is due to run throughout the year as Aldi’s new brand platform from the 24th February, with OOH joining the broadcast commercial from 9th March.

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Aldi UK

Marketing Director: Sean McGinty

Marketing Manager: Ian Lewis  

Creative

Creative Agency: McCann UK

Executive Creative Director: Dave Price

Creative Director: Neil Lancaster

Art Director: Sean Carey

Copywriter: Conrad Robson

Agency Producer: Kal Tank

Global Head of Retail Strategy: Jamie Peate

Group Strategy Director: Darren Hawkins

Managing Partner: Laura Mckinlay

Senior Account Director: Jane Colbeck

Account Manager: Cara Harcombe

 
Media

Media Agency: UM Manchester

Head of Broadcast: Ed Burns

Group Media Director: Guy Bearsley

Post Production 

Post Production Company: Freefolk

VFX: Andy Copping

Editing House: Marshall Street Editors

Editor: John Mayes

Audio Post Production: Wave

Sound Engineer:   Parv Thind

Music  

Music Composers: Julian Velard and Gordon Minette

Music Publisher: Adelphoi

Genres: Comedy, People, Dialogue

Categories: Supermarkets, Retail and Restaurants

McCann London, 1 month ago