TV chef Vickery fronts McCann's Aldi campaign
Aldi has unveiled a new integrated marketing campaign, created by McCann Erickson Manchester, which features TV chef Phil Vickery.
The campaign includes a number of TV adverts promoting the discount supermarket chain's value proposition and range of foods. The ads will air across the board on national TV, with a gammon and couscous spot airing this week.
The agency will continue to work with Vickery as he develops recipes specific to Aldi, which will be used in the chain's weekly leaflet and on its website where visitors will also find recommendations for wine accompaniments. Vickery will also be working in partnership with the retailer to develop its ranges of food.
Neil Lancaster, creative director at McCann Manchester, said that, in these precarious economic times, Aldi is currently the most talked about brand in Britain. He said: “The rise of Aldi is being talked about as the most significant retail shift in the last 10 years, with Aldi featuring in all the national newspapers.
“Having award winning chef Phil Vickery on board, supporting its efforts, changes the image of the brand in the eyes of many non-Aldi shoppers, and proves that it sells good food.”
Vickery said of the campaign: “As a family man I understand there are times when convenience is necessary but also I want to show that it is possible for families to regularly cook tasty dishes that offer real value.”
The chef's recipes, and podcasts of Vickery explaining how to cook the dishes at home, will be available on the Aldi website.