Ad of the Day: Aldi enlists competitive triathlete brothers for summer savings campaign

Aldi has joined forces with triathlete brothers Alistair and Jonny Brownlee to launch its latest integrated summer marketing campaign ‘The Competitive Brownlees’.

Designed to show customers how they can save money this summer, the initiative plays on the competitiveness between the brothers as they try to one up each other with supermarket savings.

Now one of the biggest UK grocers, Aldi has created three executions with McCann UK. In each, we see either Alistair or Jonny failing to beat the other on price by shopping for brands at one of the big four competitor supermarkets. The campaign will run in-store, in print in Aldi’s Specialbuy weekly leaflets, out of home, online across digital and social channels, and as a TV campaign.

“This campaign taps into the unrivalled competitiveness of the Brownlee brothers delivered via our distinctive humour to showcase why choosing Aldi this summer will get you to the top of the podium,” said Adam Zavalis, marketing director at Aldi.

“This important partnership complements our Team GB Get Set to Eat Fresh commitment where we are aiming to educate 1.2 million children about the benefits of healthy eating and reinforces our position as Britain’s fresh produce supermarket of the year.”

As part of the campaign, Aldi will also be the official supermarket partner of this weekend's Leeds World Series Triathlon, where the Brownlees finished first and second last year. Aldi will be supplying all the water, fruit and their exclusive Hike protein bars to the thousands of participants who will be competing across the two days of events in the Yorkshire city.

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Robyn Darbyshire

Robyn Darbyshire is a content editor at The Drum, writing and editing across print and digital editions as well as helping to manage production processes. She looks after Creative Works, Trending and Shelf Life in the magazine.

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