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Aldi launches 'Favourite Things' campaign in £2.5m ad push

Aldi has launched its new ‘Favourite Things’ TV campaign in a £2.5 million advertising push in the run-up to Easter.

GENERAL MERCHANDISE

Aldi launches 'Favourite Things' campaign in £2.5m ad push

Aldi has launched its new ‘Favourite Things’ TV campaign in a £2.5 million advertising push in the run-up to Easter.

The advert features a contemporary cover of The Sound of Music’s ‘My Favourite Things’ recorded by up-and-coming British artist, Jade Williams.

The discounter has seen a significant growth in the AB demographic coming through its doors which has resulted in a 63.8% year-on-year growth in sales of its premium quality range – Specially Selected. Items from the range featured in the advert include Spanish Meat Platter, Applewood and Oak Smoked Salmon and Pâté Jars.

Tony Baines, managing director of corporate buying at Aldi, said: “Customers often talk enthusiastically about their favourite purchases from Aldi, so we wanted this advert to reflect that our stores are the home of everyone’s favourite things.

“The range at Aldi means you can do your full weekly shop with us and our new advert showcases the quality of the products we offer at everyday low prices.”

Data from Kantar Worldpanel shows that Aldi’s market share has grown to a record high of 5%.

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