German discount supermarket chain Aldi has launched a ‘Championing Great Britain’ TV spot to activate its Team GB sponsorship ahead of the Rio Olympics and mark signing a partnership extension to Tokyo 2020.
The commercial, which debuted on 11 July ITV between flagship (and very British) soap operas Emmerdale and Coronation Street, shows it support for UK athlete as Rio approaches by trumpeting its parallel support for British farmers.
The campaign highlights the fact that Aldi was also the first retailer to sign up to the NFU (National Farmers Union) Fruit and Veg pledge – thus backing British farming through a long-term relationship with UK growers and suppliers.
Aldi is the first Official Supermarket Partner to Team GB and it will continue to provide financial support for the team not just around Rio, but right up to the Tokyo 2020 games after signing a four year extension with the British Olympic Association.
The extended partnership will ensure the discount retailer continues to back the UK Olympic team – both in the form of supporting athletes themselves and British Olympics Association on community initiatives – for the next four year cycle.
‘We became an official partner to Team GB more than a year ago and have been supporting our nation’s extraordinary athletes on the road to Rio since then,’ explains Matthew Barnes, chief executive officer for Aldi UK and Ireland.
‘Like everyone, we are very much looking forward to seeing them perform at their best in a month’s time.’
The spot was followed by Homegrown Heroes social media activation strand
Rio is just around the corner – meet your @TeamGB #HomegrownHeroes here: https://t.co/9KKHsivVy2 pic.twitter.com/jfkFiPjqFZ
— Aldi Stores UK (@AldiUK) July 18, 2016
and an in-store ‘Kitting Out’ event too.
Thanks to all the @TeamGB athletes who said hello to us at Kitting Out… Next step #Rio2016! #ChampioningTheGreat pic.twitter.com/gJWrfxpC7D
— Aldi Stores UK (@AldiUK) July 18, 2016
Comment
A classic ‘Best of British’ spot with Union Jacks and red, white and blue everywhere throughput creative that blends sport with friendly farmers’ faces and shots of the green and pleasant land.
It’s almost Jerusalem and Land Of Hope and Glory in a commercial.
This campaign follows on from wwhere it’s One Year Countdown campaign left off in 2015 (see case study).
Aldi first announced its Team GB sponsorship as part of its 25th anniversary last year.
The strategy here is simple: a German brand aims to align more closely with UK consumers by celebrating both the British produce it sells and the British Olympians it backs.
Links
Aldi Web:
Aldi YouTube:
https://www.youtube.com/user/AldiUK
Aldi Facebook:
https://www.facebook.com/AldiUK/
Aldi Twitter:
British Olympic Association:
