Aldi attempts to cement mass appeal with festive ad claiming ‘Everyone’s coming to us this Christmas’

Aldi is doing its best to convince the uninitiated that it offers something for everyone regardless of age, social class and standing with its 2014 festive campaign that confidently declares “everyone’s coming to Aldi this Christmas”.

The German discounter is capping a successful year that has seen it enjoy steep growth with a festive campaign that attempts to convince people that it is not just a destination for occasional bargain hunters that sacrifice quality for price.

The McCann Manchester created ad showcases the range of food on offer at Aldi and features families, children, holidaymakers and astronauts enjoying festive food and drink. It also includes a cameo from the star of the 2011 “Tea” and “Gin” ads, Jean Jones and TV presenter and musician Jools Holland, who wrote the ad’s soundtrack.

Aldi has continued to grow share and sales this year by attracting a wider demographic who are using it to do more of their weekly shopping. Latest Kantar figures show Aldi’s share grew 27.3% to 4.8% in the 12 weeks to 12th October, while sales grew 27.3% to £1.17bn.

The supermarket said in September Nielsen data shows it now has the second largest basket size of any supermarket at 17 items, behind just Asda on 18.8 items.

Aldi’s joint managing director of corporate buying Giles Hurley says: “Aldi has captured the imagination of the nation this year and our ad campaign is no different.

“We know Christmas is an important time for our customers and we believe everyone should enjoy the best without having to pay a hefty price tag, which is why we’ve launched a Christmas range with widespread appeal.

He adds: “Aldi is becoming a cornerstone of the grocery shop. We’re looking to reflect this in the Christmas campaign, while highlighting the superb quality of the products Aldi offer as well as the unbeatable value.

“The commercial also demonstrates to consumers it is possible to do your entire food shop for Christmas at Aldi.”

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