In a daring approach reminiscent of MC Hammer’s 1990s song ‘U Can’t Touch This,’ Aldi has debuted its latest TV advertising, cleverly dubbed ‘Can’t Match This’. McCann Manchester devised this campaign to emphasise Aldi’s unrivalled position in the ongoing supermarket pricing wars, using a strong blend of comedy, music, and competitive spirit.
Insight: Aldi’s Unmatched Value Proposition
The concept that drives Aldi’s ad is simple yet powerful: despite competitors’ attempts to price match, Aldi’s comprehensive value proposition remains unrivalled. Jemma Townsend, Marketing Director at Aldi UK, explains this clearly: “Competitors offering a small selection of goods can never provide customers with the full benefits of an Aldi-priced buy. But it’s not simply cheaper things that customers obtain from us; we also provide award-winning and high-quality products.”
This information is based on customer views and purchase habits. Aldi recognises that customers want consistent value across their entire shopping list, not just the odd discount. By highlighting that every price is an Aldi price, the store reaffirms its commitment to providing quality and affordability across a diverse selection of items.
Strategy: Hammering Home the Message
The objective behind ‘Can’t Match This’ is to develop a distinctive and compelling campaign that breaks through the clutter of competing claims. The ad capitalises on the nostalgic appeal of MC Hammer’s song, instilling a sense of fun and familiarity. The father and son combo bursting into song after hearing another supermarket’s price match effort adds fun and relatability, making the advertisement more memorable.
Dan Noller, Executive Creative Director at McCann Manchester, explains the strategy intent: “For far too long, certain shops have claimed to equal Aldi. So, when a client gives you a brief to actively go out and proclaim that this is not the case, it’s a dream brief.”
The campaign intends to “hammer home” the message through a variety of creative executions, including TV advertisements, store price drops, and clever swap recommendations that pit Aldi’s cheaper choices against more costly competitor items.
Creative: Humour and Awards galore
The creative execution of ‘Can’t Match This’ demonstrates Aldi’s ability to combine comedy with hard-hitting messaging. The 30-second television commercial portrays a father and son combination who, upon learning of rival supermarket’s effort to price match Aldi, break into a rousing version of MC Hammer’s hit. Visual features such as a ‘Which? Cheapest Supermarket’ wrecking ball breaking through competitor pricing claims add to the playfulness of the tale.
Adding to the ad’s surreal charm, the father, dressed in sequins, is seen riding an ostrich through an orchard, ultimately picking up an apple with the Good Housekeeping ‘Favourite Supermarket’ award. These inventive images not only entertain but also highlight Aldi’s numerous honours and quality credentials, which include recognition from Which?, the Good Housekeeping Institute, and the Quality Food honours.
Impact: Strengthening Aldi’s market position
The ‘Can’t Match This’ campaign is more than simply a witty take on the competition; it’s a purposeful effort to cement Aldi’s market position as the go-to grocer for budget-conscious shoppers. Following the campaign’s debut, hundreds of price drops will be advertised using the ‘prices pounded’ tagline, emphasising Aldi’s dedication to affordability.
Furthermore, the supermarket’s ‘Wine of the Week’ promotion, which reduces bestseller bottles by up to 65%, is included as part of the larger campaign. This not only reinforces the notion of incredible costs, but also emphasises the quality and variety of Aldi’s product offers.
Conclusion
Aldi’s ‘Can’t Match This’ campaign is an expert combination of analysis, strategy, and creative execution. Aldi’s ad is both funny and successful, since it mocks competitors’ price match attempts and uses a classic 90s song. As retailers continue to compete for consumer loyalty in the price wars, Aldi’s current campaign solidifies its position as a strong contender, reiterating its promise of unrivalled value and quality.
Source: https://www.mccannmanchester.com/work/aldi-cant-match-this/
