Aldi, a German supermarket chain that has seen rampant success in the US, has released its 2022 Christmas ad featuring a completely new character lineup. It also happens to be the supermarket chain’s first ad of its kind in the US.
Since this is the first time Aldi is making a Christmas ad for its US audience, the brand must have thought it would be better to step away from some of its existing characters, such as the UK mascot Kevin the Carrot. While Kevin has seen resounding success in the UK, Aldi wanted to do something different for an audience as sizable as the one in the US.
And so, a gang of gnomes was born. In the ad, Sam, Mable, Brian, boss gnome and others are spending their evening at Aldi, planning how to make the holiday season special. At the heart of the “Twas the Night” 30-second spot is Aldi’s inventory consisting of over 1,199 products at affordable prices. The gnomes are making their final preparations ahead of the holidays, ensuring that every item in Aldi’s stock is displayed properly and prominently.
Advertising agency Leo Burnett assisted in the creation of the hard-working band of gnomes and the 30-second spot for Aldi. The agency is known for its work for Kellogg’s, having developed Tony the Tiger and Snap, Crackle and Pop in partnership with Digitas and PXP. Leo Burnett is also behind the Jolly Green Giant and many other prominent ad characters.
Aldi is a staple Christmas brand in the UK, producing new ads every holiday season. This year it released two separate ads, one celebrating Christmas, and the other the Qatar World Cup, both featuring Kevin the Carrot.
The latest move reveals Aldi’s plans to become just as relevant in the US as it is in the UK, especially during the holiday season.