Supermarket chain Aldi Ireland is highlighting how great food can improve people’s mood with a new omnichannel campaign that showcases its quality credentials.

Developed in partnership with creative agency McCann Manchester and launched yesterday on so-called ‘Blue Monday’, the work will be centred around an uplifting 30-second spot.

Using emotive and humorous storytelling, the brand’s clip shows how in this instance, good food is very helpful in defusing some rather tricky inter-office tension.

“Good food lifts all of our moods. January is a challenging month for many households however at Aldi we firmly believe our Irish customers can save money whilst not having to compromise on great quality food,” Aldi marketing director, Louise Cassidy said.

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From this week, the campaign will run extensively across TV, radio, out-of-home, online, social media, in-store activations, press, leaflets and display.

McCann Manchester ECD Imogen Tazzyman added: “We’ve absolutely loved bringing this new platform to life, for Aldi. All the best ideas are rooted in a truth, and the power good food has on one’s mood is indisputable. I can’t wait to see the work out there in the wild.”