Back when Aldi was still relatively new, people in Ireland had a bit of skepticism about the quality of their meat, presuming it had been flown in from somewhere for a budget price. Whereas, in reality, it was 100% Irish from top notch Irish farms. To get this message across, we created a series of ads called, “As Irish As” which gave examples of some intrinsically Irish trains, highlighting that Aldi’s meat was just as Irish as them - such as our inability to take a compliment.