Aldi ‘Like’ campaign features 91-year-old great-grandmother Jean who was in similar ad nine years ago

Aldi, a German discount supermarket chain, has just released a new TV ad campaign aimed at persuading doubters about everything there is to like about itself.

Ann, a typical shopper who says she does not like Aldi, has her misunderstandings about the chain challenged: from Aldi’s fresh 100 percent fresh British beef, award-winning nappies, gin or getting more than she paid for.

The ad also featured Jean, an elderly woman who was featured in an Aldi ad nine years ago. The 91-year-old great-grandmother, who is still a fan of gin, showed her surprise learning that Ann does not like it.

This ad campaign is an update to the brand’s ‘Like Brands, Only Cheaper, campaign, which targets shoppers who are unfamiliar with its high-quality, great value product offering, the supermarket said in a statement.

The campaign was the work of longstanding agency, McCann UK and director Juliet May; it is also due to run throughout the year.

“We know that once customers try our great range of award-winning products at amazing prices they fall in love with Aldi,” said the chain’s UK marketing director Sean McGinty.

“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’.”

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