Aldi Hops In With Private Brand Chocolate Commercials

Aldi UK has introduced two playful new Easter television commercials, the first spot highlights the price advantage of private brand chocolate compared to a national brand, and the second features a fairytale world made of candy.

In the first a gorilla playing drums becomes excited when he notices the cost of a Aldi (£0.99) private brand chocolate bunny compared to a Lindt (£2) chocolate bunny.

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The second, is the latest edition of Aldi’s popular ‘favourite things’ series, this commercial features an Alice in Wonderland-esque chocolate world, and showcases the brands chocolate offering along with other seasonal picks.

“Customers often talk enthusiastically about their favorite purchases from Aldi, so we wanted this uplifting Easter advert to reflect that our stores are the home of everyone’s favorite things,” said Jonathan Neale, joint managing director of corporate buying at Aldi UK, to

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.