Aldi has donned its baggy trousers to take aim at supermarkets trying to price match its products.
The “Can’t Match This” campaign from McCann Manchester is very much inspired by the 90s hit by MC Hammer.
Debuting today, it features a father and son duo who, on learning another supermarket is attempting to price match Aldi, break into song.
“We’ve seen increased attempts from other supermarkets trying to match Aldi prices but there’s only one supermarket where every price is an Aldi price,” said Jemma Townsend, Marketing Director at Aldi UK.
“Competitors promoting a small number of items will never give customers the full benefits of an Aldi priced shop. But it’s not just cheaper products shoppers get with us, it’s also award-winning and high-quality products.”
The ad is part of a wider marketing campaign which aims to “hammer home” the message that Aldi prices can’t be matched.
Following the launch, hundreds of retail cuts will be promoted under a new ‘prices hammered’ strapline.
“For 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’s a dream brief. We’re super excited to see this work out in the world after a brilliant collaborative effort with Aldi,” added Dan Noller, ECD at McCann Manchester.
Media Buying & Strategy is by Starcom.
