Supermarket giant Aldi has marked the launch of its brand new Nando’s inspired range with a tongue-in-cheek stunt aimed at the restaurant chain.
Positioning digital ad-vans outside a selection of Nando’s restaurants, the out-of-homes (OOHs) highlighted the savings consumers could make by going to Aldi, as opposed to Nando’s.
The vibrant blue billboards featured an image of a happy-looking ‘Nan’ holding a Nando-inspired dish with oven mitts and accompanied by text with a play on words; ‘Nan goes to Aldi for her piri piri chicken’.
The inspired range, dubbed by Aldi as a ‘fakeaway’, is a stark reminder of other cheeky stunts the supermarket titan has unveiled in response to accusations of value-version ‘copycats’ of other brands.
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Earlier this year, the supermarket poked fun at its ongoing legal battle with rival Marks & Spencers over the resemblance its ‘Colin the Caterpillar cake had with Aldi’s new ‘Cuthbert the Caterpillar Cake’.
Alongside a TV spot, the supermarket again positioned ad-vans outside its rival’s stores – with the message reading this time, ‘Cuth’s back, definitely not in M&S’.
The comedic 30-second film featured multiple supermarket’s caterpillars gathering for a King Charles III coronation, before ending in a brawl following an awkward encounter with both Cuthbert and Colin in the same room.
The campaign went viral on social media as users praised the German supermarket’s marketing team.
Honestly whoever is running Aldi’s marketing team needs to be on an absolute outstanding wage pic.twitter.com/IEqWCx3FWh
— 𝕵🔴⚪️ (@JM90x) April 28, 2023
Discussing Aldi’s latest jab at a rival, the chain’s marketing director, Jemma Townsend, told Retail Gazette: “Aldi exclusive brands are just as good as the brands people know and love.
“These adverts are set to remind people of that at a time where cost of living is increasingly important.”
The recent Nando’s inspired campaign follows in the wake of the supermarket appointing Kyrsten Halley as a new marketing director, in a promise of new ‘exciting plans’ for 2024.
