Aldi spoofs Queen’s Speech in Christmas video ad

Aldi has launched a Christmas video ad on Facebook that spoofs the Queen’s Speech as part of a social media campaign to say thank you to customers for their ‘support’ in 2013.

Video: Aldi spoofs Queen’s Speech in Christmas video ad

The ad features Jean Jones, the 85-year-old Aldi customer who found fame after appearing in marketing campaigns for the supermarket in 2011. In the video, she discusses the highlights of Aldi’s year, including the fact that it won the Which? best supermarket of the year award and the launch of its “Swap and save” campaign.

Aldi saw its share of the grocery market increase to 4 per cent in the 12 weeks to 8 December, up from 3.2 per cent a year earlier, according to the latest figures from Kantar. Analysts credit Aldi’s marketing, which focuses on quality and value, for boosting sales as the discount supermarket appeals to an increasingly wide audience.

For its Christmas campaign, Aldi focused on its premium food, showcasing products including panettone, champagne and smoked salmon.

The video is part of plans by Aldi to reward its most loyal fans and customers over Christmas. It has also launched a virtual trolley dash game on Facebook that offers players the chance to win up to £300 in Aldi vouchers and is asking Twitter followers to tweet the people they are most looking forward to seeing over Christmas. The best will get a free box of mince pies.

An Aldi spokesperson says: “We know our customers love the humour of our adverts and particularly love Jean. We’re sure they’ll enjoying seeing Jean return in this Christmas special, which we hope retails all the humour customers have come to expect from our ads but more importantly, also thanks them for all their support in 2013.”

Read our Brand Audit of Aldi here.


Ruth Mortimer

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Ruth Mortimer

This year was called ‘Empty 13’: no Olympics, no World Cup, no general elections, no… well, anything. It was hailed as a year to forget before it had even begun. But 2013 has not been empty. This was the year in which we discovered that spending £1 on advertising adds £6 to the economy and in which content marketing exploded, with claims that 20 per cent of every pound in marketing is spent on content.


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