Aldi Like Brands Only Cheaper
Aldi has topped the list of the most popular TV adverts in the UK during 2011, according to a survey by Nielsen. The gin-drinking woman who talks about her husband’s tea preferences was the highlight of a year long series in which men, women, children and a parrot place Aldi’s own brands alongside well known brands. The television advertising campaign, featuring the tag line, “Aldi. Like brands only cheaper”, won a gold at the 2011 Epica Awards.
“Tea” shows a woman making the point that her husband likes both the brand leader tea bags and the Aldi alternative with the Aldi alternative being a much lower price. The ad then highlights her own tipple of choice!
Other ads in the campaign compare Aldi products with Heinz Beans, ketchup, mayonnaise, fish fingers, wines, Christmas reindeers.
Click on the image below to play the Parrot wine video.
Click on the image below to play the Fish Fingers video in YouTube
The UK’s Advertising Standards Authority (ASA) received a number of complaints about the gin lady. Several doctors claimed the ad was offensive because they believed the ad made light of alcoholism, while a further fifteen people accused the ad of encouraging irresponsible drinking. Aldi defended itself by arguing the ad did not imply gin was a suitable substitute for non-alcoholic drinks such as tea, and added that a lady stating she liked gin did not mean she was an alcoholic. The Advertising Standards Authority (ASA) ruled that the woman did not appear to be intoxicated and there was no suggestion that she was an alcoholic.
The Like Brands campaign was developed at McCann Manchester by creative director/art director Dave Price and creative director/copywriter Neil Lancaster, agency producers Sarah Martin and Alex Cowley.