Ahead of the England vs Norway game on Saturday, discount retailer Aldi has unveiled a “reactive work” to show its support to the England team.
The German supermarket chain has given its Nordpak butter packaging a rebrand, dropping ‘Nord’ from the label and replacing it with ‘ENG’.
It was devised in collaboration with its agency partner McCann Manchester and will run across out-of-home, social media and in-store digital screens.
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Dan Noller, executive creative director at McCann Manchester, said: “Ahead of Saturday’s big match, we couldn’t be caught backing anything Nordic. So, for one game only, we’ve tweaked the iconic Nordpak into ENGpak, showing exactly where our loyalties lie.
“As always, it’s a dream to work with clients who genuinely embrace playful creativity.”
The work will be live from July 10.
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