In 2016, Aldi was the official sponsor of Great Britain’s Olympic Team. Looking for a way to convey this on its lorries, they came to me. I wrote the line ‘Championing Great British Quality’ and sketched the flag concept, which was given to a designer to visualise.
The idea was so successful, it became the supermarket’s campaign for 2016, being printed on carrier bags, POS stands, backdrops, flags and newspaper wraps.
Fast-forward to 2020. These bags are still in circulation. During VE Day and the Coronavirus pandemic I saw households displaying these bags as patriotic support in the form of Aldi bunting. Nice, eh.
