Building brand love for Aldi
Award-winning reactive and consumer PR for the UK’s best value supermarket
Work
As Aldi’s creative consumer PR agency, Taylor Herring has been disrupting the news cycle with culturally tuned, reactive campaigns that put the supermarket at the heart of the national conversation.
From rooftop gigs and fashion drops to hash brown vans and “sauce science”, we turn fast-moving moments into fame-driving stories that showcase Aldi as the UK’s best-value supermarket. Our long-running retained brief is simple: keep Aldi front-of-mind with shoppers and create brand love by turning sharp insights and news-jacking ideas into stories that land everywhere from breaking news bulletins to TikTok For You pages.
The work blends rapid-response stories, playful brand activations and social-first storytelling that taps into what Britain is already talking about. The result is a stream of earned-first campaigns that fuel WhatsApp chats, drive sales and cement Aldi’s reputation as the nation’s boldest, best-value grocer.
Capaldi on an Aldi
When Lewis Capaldi’s UK tour hit Nottingham, we turned an ordinary Aldi into “Cap-Aldi” – complete with a giant cardboard cap on the store sign, a full out-of-home store takeover, and an impromptu rooftop gig. Shoppers popping in for their weekly shop suddenly found themselves at a once-in-a lifetime performance as the Scottish superstar belted out his new single alongside fan favourites in the car park below.
The moment didn’t stay local for long. A global TikTok LIVE stream broadcast the brand activation in real time, pulling in fans worldwide and amplifying the spontaneity of the event. Influencers on the ground captured and shared the experience as it unfolded, fuelling a wave of social buzz, fan-shot content and national coverage.
The activation positioned Aldi as a brand that can orchestrate pure joy in the most everyday of places – turning a simple supermarket stop into a cultural moment.
Results: 1,274 pieces of coverage and a fresh wave of cultural love for both Aldi and Capaldi.
Aldeh, Aldeh, Aldeh!
To celebrate Oasis’s hotly anticipated homecoming gigs at Heaton Park, we rebranded Aldi’s Bury New Road store in Prestwich to Aldeh – a loving nod to the local
accent and Manchester’s legendary music scene. What started as a single store sign
quickly became a must-visit landmark, with fans in bucket hats and tracksuits queuing up for selfies beneath the new fascia.
The activation tapped straight into hometown pride and Britpop nostalgia, while a run of limited-edition 90s-inspired “Aldimania” bucket hats gave fans the chance to wear their obsession on their heads as well as their sleeves. And to top it all off, the sign has been made permanent after a poll attracted thousands of signatures.
Results: 1,194 pieces of coverage, 2.5 million views across brand social content –
and a knowing nod on social from Liam Gallagher himself.
Al-Day Hash Brown Heroes
Every breakfast lover knows the pain of McDonald’s 11am cut-off – so we turned that frustration into fame. The AL-DAY Hash Brown Van parked up outside selected McDonald’s restaurants across London, Coventry and the Midlands, dishing out free Aldi hash browns to those who’d missed the window on their morning fix.
Powered by research into Britain’s “great breakfast frustration”, the campaign highlighted demand for hash browns all day long, pitting Aldi’s Oakhurst Breakfast Hash Browns against McDonald’s.
Results: 10–15% sales uplift on Aldi hash browns and a wave of national coverage for the cult-favourite product.
Ice Bath at the Bus Stop
In the middle of a UK heatwave, commuters did a double take when they spotted a man calmly taking an ice bath at a London bus stop – goggles, swim cap and all.
Social media quickly dubbed it “peak London”, as pictures of the surreal scene began to circulate online.
Once the conversation was at full boil, Aldi revealed the truth: the moment was a cheeky launch for its new Inflatable Ice Bath Specialbuy, designed for at-home recovery and cooling off when the mercury rises. The campaign used a simple, visual gag to dramatise the product benefit and insert Aldi right into the heart of the heatwave news agenda.
Jacket Potato Jacket
As the nation leaned into autumn, we launched Aldi’s most comforting fashion drop yet: the Jacket Potato Jacket.
Co-created with bespoke London fashion house Agro Studio (whose designers have dressed Beyoncé and Lady Gaga), the oversized puffer came complete with a potato-skin inspired outer shell and fluffy “baked” lining for maximum hygge.
The campaign tapped into research around Brits’ love of cosy season, jacket potato nights and the annual dread of the first cold snap – then offered them the chance to win the must-have coat via Aldi’s TikTok, Instagram and Facebook channels.
Results: 164.1k engagements on Jacket Potato Jacket social content and millions of impressions as the story spread across lifestyle and news titles.
The Mighty Sauce Trio
Britain is secretly obsessed with condiments – and even more obsessed with arguing about them. We proved it with a data-driven brand activation revealing the nation’s saucy habits, from deal-breaker debates over ketchup to the “sauce crimes” people simply can’t unsee.
To settle the summer squabbles, Aldi unveiled a limited-edition triple-sauce bottle, “The Mighty Trio”, dispensing ketchup, mayo and mustard in one squeeze for the ultimate BBQ hit. The product innovation gave media and social a hero visual, while the research supplied irresistible hooks for talk radio and lifestyle press.
A campaign that sleighed
To bring some Christmas magic to Manchester, we installed a giant sleigh parking space on the roof of a local Aldi. The bright yellow landing strip, complete with marked-out bays for Dasher, Dancer, Prancer and the rest of the reindeer gang, transformed an ordinary store into Santa’s very own parking spot.
The playful installation delivered picture perfect visuals for broadcast and social, while reinforcing Aldi’s role as the destination for festive fun, great value and family moments.
“Justin Youraldi” & the wine snobs
Wine snobbery took centre stage in one of Aldi’s most mischievous undercover stunts. At a prestigious equestrian event, we introduced flamboyant “wine merchant” Justin Youraldi, who treated guests to premium pours from “exclusive vineyards” – only to later reveal that their favourite tipples were in fact Aldi wines starting from £4.99.
Hidden cameras captured the shocked reactions, turning the big reveal into a shareable hero video that challenged perceptions on quality, price and preconceptions about supermarket wine.
Middle Aisle magic: Specialbuy Baubles
Aldi’s middle aisle is the stuff of legend – so we bottled that joy and hung it on the tree. For Christmas, we created Specialbuy Baubles inspired by some of Aldi’s most iconic middle aisle finds, from chainsaws and hot tubs to air fryers and heated airers.
The limited-edition decorations, available via a giveaway mechanic, turned shoppers’ middle-aisle obsession into a festive talking point, with quirky product photography and research around Britain’s decorating habits providing multiple story angles.
Trolling Moschino with 75p celery
When Moschino launched a £3,730 celery shaped clutch bag, we couldn’t resist. Aldi hit back with a brilliantly simple 75p celery promotion, throwing down the gauntlet with a TikTok post: “Your move, Moschino – but we do have a whole veg aisle.”
The reactive stunt poked fun at the excesses of high fashion while reinforcing Aldi’s value credentials, sparking headlines and social commentary about price, branding and the power of a supermarket to steal a designer’s thunder.
Snow worries: Tan Hill rescue mission
When a group of pub-goers and staff found themselves snowed in at the remote Tan Hill Inn in the Yorkshire Dales, the story quickly became a national obsession. We saw an opportunity for Aldi to do what it does best: look after people.
Working at speed, we organised an Aldi care package drop to the stranded guests – delivering food, drink and creature comforts to keep spirits high. The feel-good intervention generated widespread coverage and underlined Aldi’s role as a warm-hearted, community-minded brand.
Red carpet drama for less
After Jaden Smith arrived on the Grammys red carpet in a €4,500 “Transylvania” castle hat, we created a tongue-in-cheek Aldi alternative using one of the supermarket’s wooden toy castles.
The high-low fashion spoof showed just how far Aldi’s Specialbuys can stretch – from kids’ toys to couture moments – and proved that you don’t need an A-lister’s budget to make a royal entrance.
Trash chic at London Fashion Week
To hijack London Fashion Week, Aldi unveiled a tongue-in-cheek collection of bin bag couture designed by Ethan Leyland – the creative behind looks worn by Björk, Jessica Chastain and Jourdan Dunn. The collection, priced from just £1.25, playfully skewered the eye-watering prices of high fashion while spotlighting Aldi’s own-brand bin bags.
Street-style imagery, runway-inspired photography and a knowing tone of voice ensured the story strutted its way into fashion pages and social timelines alike.