In pictures: Aldi's gingerbread house lands in Manchester

Discount supermarket chain Aldi created a giant gingerbread house structure in Manchester city centre yesterday (17 December) to celebrate its festive food sales.

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Working with agencies Charge and Weber Shandwick, alongside event production and prop hire company Theme Traders, the brand erected a giant replica of its gingerbread house measuring more than nine feet tall, ten feet wide and 16 feet deep.

A ‘Mrs Claus’ and jolly team of Aldi elves were on hand to welcome Christmas shoppers with a taster of some seasonal Aldi Christmas treats at the activation, including gingerbread men.

Aldi has sold enough gingerbread houses to measure 6,370 metres, the equivalent of 20 London Shard’s or 425 double-decker buses. Other festive treats to see a sales rise include Aldi’s classic 12-month matured Christmas puddings, which are up by 9% year-on-year.

Tony Baines, joint managing director for corporate buying at Aldi, said: "We are delighted to see such solid sales of our very traditional festive treats. It shows that while shoppers’ tastes can vary there is a strong appetite for our classic seasonal sellers. 

"We hope our giant replica of the gingerbread house kit brought some festive fun in the midst of one of the busiest shopping days in the lead up to Christmas and that our elves inspired shoppers to discover and enjoy all that Aldi has to offer."

Aldi has recently been working with chef Jean-Christophe Novelli to serve Christmas dinners at restaurants in five UK cities, as part of its ‘Everyone’s coming to us this Christmas’ campaign.

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