Aldi is targeting young gamers who may be less than keen to put down their controllers and enjoy a family dinner in its latest advertising campaign.
Aldi's new online service Teatime Takedown has enlisted a squad of professional gamers to enter any wayward child's game and "take them down" forcing a furious rage quit.
The discount supermarket will reach parents with a promotional film across digital and social, inshore, radio and print. It will also embed with parents on Netmums and recipe websites.
There are a few tricky hoops to jump through first. Parents are encouraged to sign up through Facebook and then input the child's gamer ID and the time of the takedown. The squad will hand-pick games to interrupt for the next two weekends, culminating hopefully with a nice Mother's Day meal Sunday 31 March.
David Hills, group director of marketing and communications at Aldi UK, said: “At Aldi, we understand the importance of family mealtimes, but know how tough it can be to get everyone together. From suggesting family-friendly recipes, to offering Teatime Takedowns, we’re committed to helping parents on their journey to reclaiming that all-important family time.”
Rob Doubal, chief creative officer at McCann UK, added: “85% of parents admit that getting their kids to sit down to eat is a struggle. Only Aldi would take a humorous head-on-approach to sorting out the problem. Hiring some elite gamers to infiltrate the games and take the kids down. Wonderful project. Thank you and well done all.”
Aldi is the UK’s fifth largest supermarket with over 825 stores and 34,000 employees.
Vote for the campaign below in The Drum's Creative Works.