About this advert
Aldi - Phil Vickery Ad
23 October, 2008
Emily, Lauren, Vicki's view
In the current economic down turn Aldi are capitalising on the opportunity to take consumers from their competitors such as Tesco, Sainsburys Marks and Spencer etc. The ads demonstrates how you can produce tasty budget meals by shopping at the low cost supermarket. nHowever haven't we seen this ad format somewhere before?! Don't you think it's mimicking the Sainsbury's ad campaigns involving celebrity chef Jamie Oliver. The ads are like for like, we have a celebrity chef, a budget meal and a cooking demonstration. Is this ad format not getting a little tired? And are we as viewers getting bored? It seems to be working as reports claim that Aldi have managed to win over a million new customers as they decide to trade down from competitors. nHowever we feel this ad format has had huge success for Sainsbury's because of the credibility factor of Jamie Oliver. This is due to the fact that he has produced successful documentaries for channel 4 such as Jamies School Dinners and Jamie's ministry of food. In which the celebrity chef sacrifices his own time and money to help the nation adopt a healthy eating lifestyle as will as educating them how to cook which is helping to tackle the problem of obesity. nTherefore we beg the question, is Aldi's new found success merely due to the current credit crunch rather than their new advertising initiative? n
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