Aldi is to reveal a new television campaign tonight, which will show a repositioning of the brand.

Made by McCann, the Everyday Amazing campaign, is intended to show there’s more to the brand than price. It will focus on the ethical ways it runs its supply chain, sourcing and how it treats its employees.

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Jean would like a Brazilian in McCann Manchester’s cheeky new ad for Aldi

“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,” explained Adam Zavalis, marketing director at Aldi UK.

The 50second TV commercial will debut during Emmerdale and will feature “coffee table facts” about the supermarket, such as how many free range chickens and champagne it sells in a week.


Media planning and buying was done by UM Manchester.