Aldi Shifts Focus Away From Pricing In Latest Ad Campaign

Aldi launched its latest ad campaign last night which is aimed at moving its messaging beyond just price as steps up its challenge to the major supermarket multiples.

The new television commercial, entitled ‘Everyday Amazing’, is part of an integrated campaign that marks a new positioning for the discounter, showing there is much more to the chain than what many consumers already associate with the brand i.e. low prices. The campaign aims highlight the ethical ways it runs its supply chain, sourcing and treats its staff.

Following on from its Team GB partnership, in which Aldi laid the foundations for its British sourcing standards, the retailer said the latest work extends its storytelling to aspects including employee wellbeing, fairness and responsible sourcing standards, which it believes are increasingly important to modern shoppers.

Maintaining the humorous style used in it past campaigns, the new ad details surprising ‘coffee table’ facts about Aldi’s way of doing business. These include the fact that Aldi sells over 22,000 free range chickens a week in the UK; that Aldi sells enough Champagne to launch 3,000 ships every day; that its Specially Selected Scottish Salmon is RSPCA Assured; and that it was voted by UK suppliers as the fairest supermarket to do business with in a recent survey by the Groceries Code Adjudicator. Aldi was also the first UK supermarket to sign the National Farmers Union Fruit & Veg Pledge.

Adam Zavalis, Marketing Director at Aldi UK, said: “This is more than just a strapline; this is what sits behind how we have been doing business for over 25 years in the UK. Whilst we’ve fuelled phenomenal growth in the category, even many of our shoppers are unaware of all that sits behind our headline low prices. This is our next step in a long line of behaviours to address that.”

NAM Implications:
  • Having changed its position – and now positioning – in the UK psyche, Aldi are growing largely at the expanse of brands
  • Increasingly important that CPG suppliers find ways of participating in Aldi – and Lidl – success…
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