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News

MCCANN BREAKS FRESH TV CAMPAIGN FOR ALDI

11 February, 2011 - Source: McCann Manchester

A new TV campaign for grocery retailer Aldi breaks on 14 February. The new campaign uses documentary style short commercials to highlight how much people like Aldi’s own label brands.

A new TV campaign for grocery retailer Aldi breaks on 14 February. The new campaign uses documentary style short commercials to highlight how much people like Aldi’s own label brands.

The ‘home movie’ style commercial, created by McCann Manchester, shows a child making the point that she likes both the brand leader and the Aldi alternative. The ad then highlights the price differential between the two.

McCann Manchester’s creative directors Dave Price and Neil Lancaster developed the idea which was directed by MJ Delaney at Love Film.

An Aldi spokesperson commented: “We strive everyday to offer consumers the highest possible quality, at the lowest possible price. In taste tests, consumers regularly tell us how much they like our brands. This campaign is intended to communicate that many people like Aldi’s products as much as they like the main brands, although they cost a lot less”.

The new campaign introduces the line “Aldi. Like brands only cheaper” and is the first new TV advert for Aldi since April 2010. It will initially run for two weeks nationally.

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