I like the Aldi Christmas adverts

Ruth Mortimer is Marketing Week’s associate editor and a prolific blogger. She won a PPA Award for her forthright and insightful columns on marketing.

I like the new Aldi advertising. Which is apt, as that is actually the supermarket’s slogan. It markets itself under the banner “Aldi. Like brands. Only cheaper.”

For its Christmas TV campaign, the retailer has chopped down its marketing message to simply “Like Aldi” with a quirky, humorous campaign on the theme of “liking”.

In one execution, children claim they like either Lindt chocolate reindeer or Aldi chocolate reindeer – what they don’t like is socks. In another execution, the granny responds that she also likes either Lindt or Aldi reindeer, so the kids are indeed getting socks.

The idea of liking is an interesting one. Most brands automatically go for “love” as the stronger emotion with more imperative for people to buy something. But Aldi seems to have got the tone of this right – do people really love a cheap supermarket? No, they think it is useful to them in keeping their costs down.

Also, it fits the current zeitgeist, where we all spend our time “liking” on various social media. The act of “liking” is those of us who are internet-enabled are doing all the time.

So in short, bravo Aldi. It’s a fun campaign that nicely fits your brand values. It pushes “cheap” in a positive way that makes it seem like the sensible choice rather than cutting back. I like it.

https://www.youtube.com/watch?v=yXOO6jMajLk

https://www.youtube.com/watch?v=0YmR6Azt9ug

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here