Aldi pours £2.5m into Easter TV ad campaign as market share grows
Aldi is set to launch a £2.5m Easter TV campaign tonight (18 March) promoting the UK's 'Favourite Things', from hot cross buns to The Sound of Music film.
The advert, which will debut during Coronation Street on ITV, features a contemporary cover of The Sound of Music’s ‘My Favourite Things’ recorded by British artist, Jade Williams.
The campaign largely pushes Aldi's premium range Specially Selected, which has enjoyed a 63.8 per cent year-on-year growth in sales, as the number of middle-class shoppers at the retailer continues to increase.
Tony Baines, managing director of corporate buying at Aldi, said the retailer wanted the advert to reflect that its 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."
According to Kantar Worldwide Aldi reached an all-time record market share of five per cent for the 12 weeks ending 1 March and continues to grow faster than any other retailer.