Aldi has unveiled a new television advertisement in the UK that will “outline more of the unique ways in which Aldi does business”.
The commercial represents a marketing “step-change” for the retailer, and forms part of a new integrated campaign designed to show consumers that there is more to Aldi than low prices. In particular, the advert will put particular emphasis on the ethics throughout Aldi’s supply chain.
Following on from its Team GB partnership, in which Aldi laid the foundations for its British sourcing standards, the work extends Aldi’s storytelling to aspects of the business including employee wellbeing, fairness, and responsible sourcing standards – increasingly as important as value in the minds of shoppers, the firm said.
Maintaining the humorous style the supermarket has become synonymous with, it features a new tagline – “everyday amazing” – that details surprising facts about Aldi’s way of doing business. These include the fact that Aldi sells over 22,000 free-range chickens a week in the UK, enough champagne to launch 3,000 ships a day, that its specially selected Scottish salmon is RSPCA-assured, and that it was voted by UK suppliers as the fairest supermarket to do business with.
What’s more, Aldi was also the first UK supermarket to sign the National Farmers’ Union Fruit & Veg Pledge, which, among other things, secured greater price certainty for the suppliers of its fresh produce.
Aldi UK marketing director Adam Zavalis said: “This [latest advert] 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.”
The integrated campaign will underline the discounter’s increasing appeal among British shoppers, as well as its commitment to low prices.
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