Kellogg’s is spoofing Aldi’s award-winning Like Brands campaign in a viral video push for its new Special K recipe.
The cereal supplier has said one of the reasons for reformulating Special K was to stand out against “copycat” own-label products – and is pushing the point home with a new YouTube video featuring actor David O’Riordan, who also appeared in Aldi’s ad comparing its own-label Benefit low-fat cereal with Special K.
The ad features O’Riordan dressed as a cat – in a skin tight red leotard – and eating his real breakfast as his girlfriend urges viewers to “beware of copycats”. It ends with the strapline “Like own brands, only better” – a play on Aldi’s “Like brands. Only cheaper”.
“They say imitation is the highest form of flattery and our internet spoof is a light-hearted way to bring our new recipe to life”
Louise Thompson Davies, Kellogg’s
“They say imitation is the highest form of flattery and our internet spoof is a light-hearted way to bring our new recipe to life and highlight the point of difference against these products and show Special K has a sense of humour,” said Kellogg’s spokeswoman Louise Thompson Davies.
Last month The Grocer reported that the new Special K recipe had come under fire from disgruntled shoppers who preferred the original taste. More than 100 consumers had posted negative comments on the brand’s Facebook page, while another 100 have complained via The Grocer’s website.
Kellogg’s is investing £5m in communicating the recipe change through advertising, media partnerships, digital activity and what it has claimed is its biggest-ever sampling and experiential programme for the brand.
An Aldi spokesperson said: “We are flattered that Kellogg’s has chosen to imitate one of our adverts, although we like the actor more in our red dress.
“We have always been confident in how the quality of our products compares with or in some cases beats that of premium-priced brands, while costing significantly less. We welcome anything that will remind many customers of that fact.”
Aldi’s Like Brands campaign, produced by McCann Manchester, has twice won the TV and cinema category of The Grocer’s Marketing, Advertising and PR (MAP) Awards. Entries are now open for this year’s MAP Awards.