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A 91-year-old great grandmother has returned as the face of Aldi's latest ad campaign, nine years after first declaring her love of the discount supermarket chain's gin to the nation in a 2011 Christmas address.

Launching today with a slot on ITV’s Coronation Street, the ‘Like Aldi’ creative stands as an evolution of the popular ‘Like Brands, Only Cheaper’ direction, putting a modern twist on a familiar message by calling on Jean’s services once again as a brand ambassador.

Coming out of retirement Jean once again professes her love for grocery shopping with a sartorial challenge to viewers to discard their preconceived notions of the brand by reaffirming that own-label products can exceed the quality of big brands.

Sean McGinty, marketing director at Aldi UK, said: “We know that once customers try our great range of award-winning products at amazing prices they fall in love with Aldi. The Like campaign uses Aldi’s well-known sense of humour and one of our much-loved characters to say, ‘come on, try it for yourself. You might just like it’.”

Created by McCann and realised by Merman, the advert serves as the first salvo in a year-long ‘Like’ campaign supported by a broader digital, social and OOH nationwide campaign alongside leaflets and point of sale tie-ins.

: 'You Might Like Aldi'

Date: February 2020
Aldi has  unveiled its latest UK TV advertising campaign, ‘Like Aldi’, which sees the supermarket update its popular ‘Like Brands, Only Cheaper’ campaign with a modern refresh, targeting shoppers unfamiliar with Aldi’s high-quality, great value product offering.
Notably, the campaign sees the return of one of Aldi’s most loved stars, Jean, to living rooms across the country. The 91-year-old great-grandmother – who first became a TV sensation in 2011 after famously declaring her love of gin in an advert for the supermarket – reprises her starring role, once again declaring what she likes about shopping at Aldi.
Staying true to the brand’s unique sense of humour and individual positioning, Aldi’s latest campaign – created by McCann and brought-to-life by Merman - quietly challenges the British public to re-evaluate their preconceptions of the brand, while reaffirming that its own labels match and exceed the quality of big brand alternatives to existing Aldi shoppers.
Client Company: Aldi UK
Client Name and Job Title: Sean McGinty, Marketing Director and Ian Lewis, Marketing Manager at Aldi UK
Creative Agency: McCann UK
Executive Creative Director: Dave Price
Creative Director: Neil Lancaster
Art Director: Sean Carey
Copy Writer: Conrad Robson
Agency Producer: Kal Tank
Global Head of Retail Strategy: Jamie Peate
Group Strategy Director: Darren Hawkins
Managing Partner: Laura Mckinlay
Senior Account Director: Jane Colbeck
Account Manager: Cara Harcombe
Media Agency: UM Manchester
Head of Broadcast: Ed Burns
Group Media Director: Guy Bearsley
Post Production Company: Freefolk
VFX: Andy Copping
Editing House: Marshall Street Editors
Editor: John Mayes
Audio Post Production: Wave
Sound Engineer:  Parv Thind
Music Composers: Julian Velard and Gordon Minette
Music Publisher: Adelphoi
Tags: UK