阿尔迪 brings back Jean for new marketing campaign

The 91-year-old gin-lover returns to TV screens this evening, where 阿尔迪 will premier a bespoke soundtrack centred around the ‘Everyday Amazing’第一次。

阿尔迪 is bringing back gin-lover Jean to try 和 get shoppers unfamiliar with the supermarket to re-evaluate their preconceptions of the quality 和 value of 它 s offering.

Nine years after her first appearance, the 91-year-old great-grandmother will return to TV screens this evening (24 February) to declare what she likes about shopping at 阿尔迪.

‘Like 阿尔迪’由长期代理商McCann创建,以德国折扣店为基础’s popular ‘像品牌,只有便宜’广告系列,赢得了营销周刊’s 十年运动 在2019年。

第一次在超市中,电视广告将首播围绕其定制的配乐‘Everyday Amazing’ strapline.

“We know that once customers try our great range of award-winning products at amazing prices they fall in love with 阿尔迪,” says 阿尔迪’的英国市场总监Sean McGinty。

“The Like campaign uses 阿尔迪’众所周知的幽默感和我们最受欢迎的角色之一,‘来吧,自己尝试一下。你可能会喜欢’.”

Inside the 十年运动: 阿尔迪’s ‘像品牌,只有便宜’

广告’ITV期间将播出第一个高峰点’显示加冕街。它将全年作为全国性的数字,社交和户外综合运动的一部分,并在每周的传单和商店销售点中提供进一步的支持。

像Brands一样,Only Cheaper在2010年代初将德国零售商带入了公众的视野,为其他以杰米·奥利弗(Jamie Oliver)和‘food porn’.

The original ad, aired in 2011, featured elderly lady Jean who compares a box of PG Tips with 阿尔迪’在宣布她更喜欢杜松子酒之前,以自己的品牌提供产品。

The ad was part of a series of similarly witty executions, marking a turning point for 阿尔迪 as 它 tried to convince the nation that, despite lower prices, 它 s products are as good as big brand alternatives.

Almost a third (30%) of 营销周readers voted 它 the 十年最佳战役, while 62% remembered the campaign 和 84% linked 它 to 阿尔迪.

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