Aldi uses talking bear to spruik toilet paper

Aldi is promoting its own brands in a new campaign which sees them compared to rival supermarket products.

The “Like Brands, Only Cheaper” campaign, created by BMF, features a talking bear selling toilet bear, a woman bantering with a a stuffed trout over tuna prices, a spoon who is afraid of flying and a man with lock flowing locks who loves himself.

BMF ECD Cam Blackley said: “We continue to prove that you can make thoroughly entertaining, standout retail advertising and achieve great business results. It’s testament to the partnership and great faith ALDI has in the team that we continue to surprise the market. This time with a bear… in the woods.”

Launched last weekend, the campaign is running online,  across TV, social and is complemented with in-store, catalogue and print.

The campaign mimics that of a campaign for Aldi which ran in the UK which played with the idea of liking two different brands.

The UK spots:


  • Managing Partner: Stephen McArdle
  • Executive Creative Director: Cam Blackley
  • Creative Director: Alex Booker & Philip Sicklinger
  • Art Director: Patrick Chambers & Alex Booker
  • Copywriter: Mark Carbone
  • Planning: Christina Aventi
  • Director: Jeff Low
  • Producer: Lucas Jenner
  • Production Company: Rabbit Content

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