Ad of the Month - March 2013

Aldi "“Hot Cross Buns”" McCann Erickson
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Understanding the Brits

Aldi continue their quirky product comparison campaign, showing that despite their funny foreign brands, real British people do genuinely like their products.

To emphasize its relevance to its British target, the store uses products with a particular meaning to this country, like these traditional Hot Cross Buns. The dialogue even manages to incorporate some typically British word-play, with the fisherman joking about "“an old trout”". And what’s more, knowing we Brits don’'t like knocking ads, they don’'t disparage the Waitrose Hot Cross Buns, but just say that people also like theirs.