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Huh, I was going to say that I didn't know what Aldi was but a quick Google tells me that there's one 1.5 miles from me. Never seen a commercial for them though (and certainly not that one).
Aldi is the owner of the Trader Joe's chain in the U.S. (but they didn't start them, it was a guy named Joe in Pasadena). 35 years ago when I was working weekends answering the phones for talk shows on KFI and trying to get a REAL job on The Radio, I'd make photocopies of Trader Joe's 'DJ live' commercials from their big-binder-of-commercials and every audition tape I made included me reading a Trader Joe's spot. They always contained wordplay and puns, grocery (or wine) trivia and self-effacing humor (for the store, not the DJ) - similar to what they put in their Fearless Flyer today, but back then, more soft sell - and I think Joe and Company liked to hear the Major Market Professional Radio People struggle to avoid stumbling or laughing. So it was the perfect thing for me to use to show off my Live Reading chops (even though I always took several takes, because it WAS a tape). But even in the late 1970s on Los Angeles radio, it was all totally not gay. Missed a real opportunity there.
That's how their UK ads are, occhiblu. "I like this one [expensive]. And I like this one [Aldi]." Then a few seconds more of the characters, usually with no more than a single comment or two, with a little bit of humour. No in-your-face SHOP AT ALDI!!! or jingles, just emphasising that they are so much cheaper than the other supermarkets.