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'