Aldi promises every day can be amazing with skydiving and deep sea exploration

Aldi has ditched the direct price comparisons of its previous TV ads in a campaign introducing a new positioning.

Created by McCann Manchester, the spot, "Everyday amazing", uses a more ambitious structure than its previous ads to make a multi-faceted pitch to consumers, with mentions of its British sourcing, animal welfare credentials and ethical business practices – as well as its affordable prices.

Depicting a series of high-octane adventure activities across air, sea and land, the ad keeps the irreverent humour of McCann Manchester’s previous work for the supermarket – but the scenarios that juxtapose Aldi’s products with their more expensive, branded equivalents are gone.

McCann retained Aldi in April, beating Saatchi & Saatchi, Mother, Havas Worldwide London and J Walter Thompson London to the account. However, while McCann Manchester previously handled it on its own, the business is now spread across McCann UK.

The new ad was overseen by McCann London’s co-president and chief creative officer Rob Doubal and McCann Manchester creative directors Dave Price and Neil Lancaster. It was directed by Stylewar through Smuggler. UM Manchester handled media planning and buying. 

A 50-second version will air for the first time during Emmerdale on ITV this evening. It is part of an integrated campaign that Aldi said was designed to publicise the "unique way it does business".

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.

"While 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."

Although the campaign moves Aldi's communication on from its previous heeavy focus on price, Zavalis insisted that "we won't be moving away from owning our unbeatable price message.

"This campaign seeks to add to the narrative by demonstrating that there are further elements to Aldi, such as quality products, responsible sourcing and treating staff and suppliers fairly," he said.

Experiencing a rapid growth mirrored by its rival discounter Lidl, Aldi has increased its share of the UK grocery market to around 6% by offering own label products pitched as similar to well-known brands, but at a far lower price.

In the last two years, however, the big four supermarkets – Tesco, Sainsbury’s, Asda and Morrisons – have each carried out a series of price cuts and simplifications, such as cutting down on multi-buy offers, in an attempt to bring their customer offers closer to the discounters.

In response to this, both Aldi and Lidl have increased their premium ranges, including products such as Champagne, and talked up their ethical and quality credentials. The move led Sainsbury’s chief executive Mike Coupe to say in March that the two businesses were "starting to look like conventional supermarkets".

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