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Aldi and ITV Launch Signed Ad Break During Deaf Awareness Week
11 May 2018


  • Featuring Maisie Sly, star of Oscar-winning film, The Silent Child
 
Aldi has partnered with ITV to broadcast its first ever fully signed ad break during Coronation Street on Monday 14th May with all adverts to be signed to mark the start of Deaf Awareness Week (May 14th-20th).
 
The signed ad break, which is a collaboration between the broadcaster and Aldi, will launch with the exclusive first broadcast of Aldi’s new Like Brands advert.
 
Aldi’s new advert, created by McCann UK, features Maisie Sly, star of the Oscar winning film, the Silent Child and her mum in their first ever advertising campaign.
 
Ad agency McCann UK worked with ITV to engage additional brands with Microsoft, Gaviscon, Nurofen, Matalan, Velux, WeBuyAnyCar and Money Supermarket all featuring in the ad break.
 
The collaboration between ITV and Aldi highlights their support for Deaf Awareness Week, which runs from 14th–20th May to raise awareness of the challenges of deafness and hearing loss faced by 1 in 6 people across the UK. There are around 9 million people in this country who have some form of deafness ranging from hard of hearing to profound deafness. Approximately 50,000 deaf people in the UK use British Sign Language (BSL) as their first or preferred language and there are many others who know and use sign language.
 
Adam Zavalis, Marketing Director for Aldi UK comments: “We are delighted to be supporting the UK Council on Deafness in their annual Deaf Awareness Week campaign. Our new advert is completely silent and signed – a first for Aldi, and demonstrates our wider commitment to inclusivity, all delivered in Aldi’s irreverent style.”
 
Kelly Williams, ITV Managing Director, Commercial said: “With the size and scale of audience for a programme like Coronation Street, we’re able to use the power of TV to make sure people know about Deaf Awareness Week. Showcasing Aldi’s innovative new advert and working with McCann to bring other brands on board makes this a truly creative partnership, the result of which I hope will really resonate with viewers.”
 
Craig Crowley MBE, Chair of UK Council on Deafness commented: “On behalf of our member organisations we are indebted to Aldi for showcasing the importance of Deaf Awareness to the general audience/viewers via this fabulous advert. Accessibility, equality and inclusion are the cornerstones of our work with Deaf, Hard of Hearing, deafened and Deafblind people throughout the UK.”
 
McCann UK’s Managing Director, Aldi, Simon Buchanan said: “We are incredibly proud to extend our highly successful Like Brands campaign in supporting UK Deaf Awareness Week.”
 
-ENDS-
 
About ITV
ITV is an integrated producer broadcaster and the largest commercial television network in the UK. It is the home of popular television from the biggest entertainment events, to original drama, major sport, landmark factual series and independent news. It operates a family of channels including ITV, ITVBe, ITV2, ITV3 and ITV4 and CITV, which are broadcast free-to-air. ITV is also focused on delivering its programming via the ITV Hub, mobile devices, video on demand and third party platforms.
 
ITV Studios is a global production business, creating and selling programmes and formats from offices in the UK, US, Australia, France, Germany, the Nordics and the Netherlands. It is the largest and most successful commercial production company in the UK, the largest independent non-scripted indie in the US and ITV Studios Global Entertainment is a leading international distribution businesses.
 
About Aldi
Aldi is the UK’s fifth largest and fastest growing supermarket with over 750 stores and over 30,000 employees.
The company has more than doubled its market share since 2010. In the 12 weeks to 22nd April, Aldi grew sales by 7.7% and has a 7.3% share of the market (Kantar Worldpanel data).
Aldi is attracting hundreds of thousands of new customers every year with its award-winning range of exclusive brands, passing low operating costs on to customers in the form of low prices.
In 2018 Aldi will open 70 new stores and by 2022 will operate over 1,000 stores.
 
The company’s current achievements and initiatives include:
  • Aldi is currently the UK’s highest paying supermarket. Store Assistants will receive a minimum hourly rate of £8.85 nationally and £10.20 in London from 1st February 2018. This is significantly higher than the Government’s National Living Wage and also above the Living Wage Foundation’s recommended rates.
  • Aldi’s investment in people was recognised at the Grocer Gold Awards, which celebrate outstanding achievement and practice across the grocery sector – Aldi was crowned ‘Employer of the Year’ 2017.
  • Aldi has a five year partnership with the Teenage Cancer Trust – its fundraising target of £5m will go towards helping the trust to reach out to every young person with cancer in the UK.
  • Aldi is the highest ranked supermarket in the Institute of Customer Services’ UK Customer Satisfaction Index 2017.
  • Aldi launched its eCommerce platform in January 2016, selling a range of high quality wines and Specialbuys – receiving approximately over 11,000 orders per week.
  • Aldi is the official supermarket partner of Team GB and ensures every member of the team has access to fresh healthy Aldi food via monthly shopping vouchers, and that 1.2 million 5-14 year-olds will learn about the benefits of cooking fresh, healthy food via its Get Set to Eat Fresh education initiative. Aldi has been a partner since 2015 and extended its commitment to the 2020 Tokyo Olympic Games.
  • Aldi is the lowest priced supermarket in the UK and 15.2% cheaper than its nearest competitor (The Grocer 33, published 24th August 2017).
  • In 2017, for the fourth consecutive year Aldi was ranked the best-performing supermarket for compliance with the Groceries Supply Code of Practice, underlining its commitment to maintaining fair, predictable and sustainable prices within its supply chain.
  • Research from the Centre for economics and business research (Cebr) showed that the value of Aldi’s relationships with UK suppliers will increase by £2.2bn during the next five years to £6.7bn in 2022. Additionally, in 2016 Aldi supported 146,000 direct and indirect jobs in the UK and this figure is set to rise to 205,000 by 2022.
 
Full details of Aldi’s awards and achievements are detailed at https://www.aldi.co.uk/awards
 
About the advert:
 
Client company: Aldi Stores UK
Client Name and Job Title: Adam Zavalis, Marketing Director; Ian Lewis, Marketing Manager
Creative Agency: McCann UK
Managing Director: Simon Buchanan
Senior Account Director: Laura Mckinlay
Senior Account Manager: Jane Colbeck
Executive Creative Director: Dave Price
Creative team: Dave Price, Neil Lancaster
Agency producer:  Lucy Moore, Amy Mayers
Production company: Merman
Media planning and buying agency: UM Manchester
Group Media Director: Guy Beardsley
Broadcast Director: Ed Burns
 
 
 
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