Aldi and Taylor Herring make fashion mintier

Taylor Herring has helped Aldi turn the humble mint sauce into a culture-led Easter talking point.

Tapping into the perennial British debate around whether mint sauce belongs only with lamb, or on other meats, or even straight from the jar, the campaign plays on our national condiment obsession.

A limited-edition “bejewelled” mini Bramwells Mint Sauce jar, created with designer Maya Grisham and positioned as a handbag-friendly accessory, elevates an everyday supermarket own-label product into something that feels collectable, playful and shareable.

This isn’t the first time brands have played on the tension between luxury and mass-market realism.

Aldi’s budget rival Lidl teamed up with Nikolas Bentel for a croissant handbag, for example.

This Aldi campaign, however, sits more in the lane of their deft attempts to connect to unexpected cultural conversations, as seen in its tattoo campaign and its ice bath stunt. 

Compared with Aldi’s more price-led or shopping-hack campaigns, this one is much more about curating brand personality and social chatter. Aldi’s ability to self-parody wins out again.