As Irish As “Bye”
People in Ireland weren’t buying meat in Aldi, as they presumed it was imported and of lesser quality than the meat in Irish supermarkets. Our job was to inform them that this wasn’t true, and that all of Aldi’s fresh meat was 100% Irish from Bord Bia approved farms.
We did this by comparing it to traits and idiosyncrasies that were uniquely and 100% Irish. In this ad, we used the intrinsically Irish habit of not wanting to be the last one to hang up the phone.