Discount retailer Aldi has been running its house-brand ads for some time now (one of the best was this Christmas effort from the U.K.). In a new crop from Australian agency BMF, we have this one (above), for bread, and another for olive oil. They're short, to the point, and have tremendous cut-through, emphasizing the message that Aldi is cheaper in a quirky style that's in sharp contrast to that of other grocery retailers.
The campaign has been running in the UK for 18 months and in Australia since July. Aldi Australia decided to use the same strategy following the success of the UK ads, by McCann Manchester.