Aldi has unveiled its new TV ad, set to the tune of MC Hammers smash it ‘U Can’t Touch This’, which sees the discounter poke fun at its competitors’ attempts to price match its products.
Following the launch, hundreds of price cuts will be promoted under a new ‘prices hammer’ strapline, alongside the supermarket’s ‘Wine of the Week’ offer, which sees bestselling bottles reduced by up to 65%.
The ‘Can’t Match This’ creative features a father and son duo who, on learning another supermarket is attempting to price match Aldi, break into song.
The 30″ film sees a ‘Which? Cheapest Supermarket’ wrecking ball smash through competitor price match claims followed by the sequin clad father riding an ostrich through an orchard, before picking up an apple boasting a Good Housekeeping ‘Favourite Supermarket’ accolade.
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The ad is part of a wider campaign which aims to inform customers that Aldi can’t be price matched.
Aldi UK marketing director Jemma Townsend said: “We’ve seen increased attempts from other supermarkets trying to match Aldi prices but there’s only one supermarket where every price is an Aldi price.
“Competitors promoting a small number of items will never give customers the full benefits of an Aldi priced shop. But it’s not just cheaper products shoppers get with us, it’s also award-winning and high-quality products.”
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