As Irish As “Fuss”

Irish people didn’t fully trust the meat in Aldi because they thought it was below par and imported. We had to change their view and inform them that all of Aldi’s meat was actually 100% Irish from Bord Bia approved farms.

Using a self-depreciating style of humour, we achieved this by comparing Aldi’s meat to other 100% Irish things that would be familiar to the audience. In this instance, we played on the people of Irelands’ hatred of causing a fuss.