Aldi’s campaign to convince shoppers its own brands aren’t nearly as depressing to eat as they are to look at rolls on into 2012.

This time it’s a fat bloke, Irish for extra trustability, in a figure-hugging cocktail dress, pointing out that the discounter’s Harvest Moron Benefits cereal is significantly cheaper than Special K.

It’s a deceptively smart bit of psychology, at once commenting wryly on Kellogg’s use of supermodel curves to sell cereal to mortals while still suggesting that You The Viewer are statistically likely to be overweight and unattractive.

It may lack the street-cool of Special K, so edgy it became a nickname for ketamine, but Benefits does the job on a budget, like sniffing glue instead.