In the UK, Aldi is a discount supermarket that famously doesn’t sell brands. They sell lookalike grocery products for a fraction of the cost. On one hand, there’s a lot of people who love Aldi, naming them Britain’s Favourite Supermarket. But on the other hand, there’s a certain category of people who don’t love Aldi – affluent shoppers. They think low cost means low quality, and that’s a stereotype Aldi has struggled to shift amongst the wealthier community.

Conveniently, thousands of affluent shoppers were all flocking to Manchester, which is Aldi’s home turf, for Chanel’s Métiers d’Art runway show. So, it was the perfect moment to get their attention and change their perceptions of Aldi. We needed to prove to them that the products they love don’t have to come from the expensive brands they know.