Aldi Vs Moschino - The Celery Bag

Client: Aldi

Aldi believes that everyone should have access to fresh, healthy, affordable food. It’s a right, not a privilege. And why stop just at just food - why not fashion as well?

So, when we spotted that Moschino had released the ‘Sedano bag’, a £3,700 leather purse that looked like a bunch of celery – we knew we had to act.

Enter the Aldi ‘Celery Bag’… a fun, fast, reactive idea - and the direct result of true collaboration and trust between agency and client. We not only highlighted Aldi’s great value but did it in a way that felt culturally relevant, whilst using the brand’s witty tone of voice.

The spoof bag generated over 1.7M views, 2,000 comments (in the first hour), 130+ media articles, and a 10% increase on celery sales WoW…