Aldi鈥檚 new TV ad pokes fun at competitors attempting to 鈥榩rice match鈥 products in ongoing supermarket price wars.
The 鈥楥an鈥檛 Match This鈥 creative, which airs Friday 24th May, 07:00am features a father and son duo who, on learning another supermarket is attempting to price match Aldi, break into song.
Aldi鈥檚 recent award wins are also cast into the spotlight, with accolades including Which? Cheapest Supermarket, Drinks Retailer of the Year, Good Housekeeping Institute Favourite and Quality Food Awards, highlighting the supermarket鈥檚 price and quality credentials.
The ad is part of a wider marketing campaign which aims to hammer home the message: Aldi prices can鈥檛 be matched 鈥 a fact illustrated by a 鈥榃hich? Cheapest Supermarket鈥 wrecking ball smashing through competitor price match claims.
Following the launch, hundreds of retail cuts will be promoted under a new 鈥榩rices hammered鈥 strapline, alongside the supermarket鈥檚 鈥榃ine of the Week鈥 offer, which sees bestselling bottles reduced by up to 65%.
What鈥檚 more, savvy swap and save suggestions will also be showcased, positioning products from Asda, Tesco and Sainsbury鈥檚 alongside cheaper alternatives from Aldi.
Adding a humorous spin, the sequin clad father can be seen riding an ostrich through an orchard, before revealing an apple boasting a Good Housekeeping 鈥楩avourite Supermarket鈥 accolade.
Jemma Townsend, marketing director at Aldi UK, said, 鈥淲e鈥檝e seen increased attempts from other supermarkets trying to match Aldi prices but there鈥檚 only one supermarket where every price is an Aldi price.鈥
鈥淐ompetitors promoting a small number of items will never give customers the full benefits of an Aldi priced shop. But it鈥檚 not just cheaper products shoppers get with us, it鈥檚 also award-winning and high-quality products.鈥
Kyrsten Halley, marketing director at Aldi UK, added, 鈥淲e hope this fun execution helps remind people 鈥 Aldi simply cannot be matched on price.鈥
Dan Noller, ECD at McCann Manchester, also said, 鈥淔or far too long certain supermarkets have been claiming to match Aldi. So, when a client gives you a brief to actively go out and shout about that not being the case, it鈥檚 a dream brief. We鈥檙e super excited to see this work out in the world after a brilliant collaborative effort with Aldi.鈥