How Aldi ‘unsettled everyone’ with its ‘Like Brands, Only Cheaper’ campaign

Brits love tea. But they also know which tea they like. So convincing them to ditch their beloved tea brand and take a chance on the unknown – especially when the unknown is far cheaper and unbranded – is no easy task.
Cue Jean, an elderly lady who compares a box of PG Tips with Aldi’s own-brand tea in the first of the supermarket’s ‘Like Brands, Only Cheaper’ ads, before declaring that she actually prefers gin. The ad from 2011, part of a series of similarly