None of that Kevin the Carrot nonsense for Aldi France. Its holiday campaign – ‘The real surprise of Christmas’ from agencies Ogilvy Paris, HighCo and Neo – challenges the gourmandising French with a taste test.
Predictably they choose the highest-priced item. Except they’re all the same one from Aldi.
And foie gras (veggies look away.)
Follows research from Ipsos showing that just over 80 per cent of French consumers think higher priced items are automatically better.
Aldi’s issue with some consumers is persuading them that low-priced items can be high quality, especially at Christmas.
Clever. Could have been a bit dry but Ogilvy carries it off.
MAA creative scale: 8.5.