The winning Aldi commercial, designed by Indie Amsterdam, revolves around potatoes, vegetables and fruit (fruit and vegetables): “Just as fresh from our own soil, but for an ALDI price. Of course.” With this commercial, which received a 7.2 rating, ALDI wants to show that many potatoes, vegetables and fruit in the ALDI stores are brought to the customer's plate with just as much care and love, fresh from their own soil. Dutch growers have a prominent role in this campaign. This story seems to appeal to the viewers and also seems believable. ALDI's focus is very much on the affordable, but in this commercial it is certainly also about the healthy aspects of fruit and vegetables, and that this comes from our own soil. Aldi has drawn a very strong line in communication and that seems to be paying off, as most Aldi commercials score well, but this one is slightly better than the Aldi average. The commercial also scores highest this month on the factors “incites action” and “credible”, which is a big compliment.

In second place is Bertolli's commercial, designed by DDB Unlimited.

In this second Bertolli commercial, chef Fabio searches for the best recipe for a Bolognese pasta sauce for Bertolli in Italy. Italian nonna Laura explains that Italians use soffritto as a base for their pasta sauces. The improved Bertolli pasta sauces in jars are the only ones on the market made with a soffritto base and 100% sun-ripened Italian tomatoes. The Italian atmosphere really appeals to viewers, which means the commercial also scores a nice score of 7.1. The commercial also achieved good scores on many other factors such as “Encourages action” and “fun to watch”. This response summarizes the general positive feeling very well: “Fun, tasty. Authentic. I would like to try it sometime.”

Third place this month goes to the Oranje Fonds commercial, designed by B.R.A.I.N. creatives with a score of 7.

The message of this commercial is that the Oranje Fonds believes that everyone matters. That is why they support social initiatives that ensure that no one is alone and everyone can participate in our society. Where everyone should be able to have and use the opportunities to find their own place. The support consists of financing, knowledge, networking and recognition of successful projects. As almost always, viewers really appreciate the message: great initiatives can count on support. A positive message in these troubled times! This response summarizes the assessment of this commercial well: “Great goal, ensures solidarity in society, an important objective in today's mixed society.”

Another striking result that we cannot leave undiscussed this month is Dirk's “last” TV commercial, designed by Total Design. This commercial scores highest on the “distinctive” factor and that is exactly what Dirk does and conveys with this commercial. This is mainly because it was an announcement from the brand that they are stopping advertising on TV to cut costs so that groceries can remain cheaper. In this video we see that announcement supported with images of old TV commercials from the brand. It is a clear statement from this brand and has already generated a lot of attention. This action certainly stands out and an important goal seems to have already been achieved. We also see this with our reviewers, where this is a good summary of most responses: “Good for them, curious how long they won't do this.”

We congratulate the winners of the month of May with the wonderful commercials and results!

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