1 month ago
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.
Marketing Director: Sean McGinty
Marketing Manager: Ian Lewis
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 Agency: UM Manchester
Head of Broadcast: Ed Burns
Group Media Director: Guy Bearsley
Post Production Company: Freefolk
VFX: Andy Copping
Editing House: Marshall Street Editors
Editor: John Mayes
Audio Post Production: Wave
Sound Engineer: Parv Thind
Music Composers: Julian Velard and Gordon Minette
Music Publisher: Adelphoi
Genres: Comedy, People, Dialogue
Categories: Supermarkets, Retail and RestaurantsMcCann London, 1 month ago