Aldi squares up to the mighty McDonald’s breakfast
Aldi has bravely pitched its Hash Browns as McDonald’s breakfast beaters in its latest campaign.
Aldi is offering free hash browns at 11:01am in a cheeky bid to rival the fast food chain’s far pricier alternatives.
The Aldi Hash Brown Van will be popping up outside a selection of McDonald’s offering a post-11am hash brown fix, timed for just after the fast-food chain's breakfast service ends offering free, freshly cooked hash browns to those left craving their morning potato fix.
The campaign follows research uncovering the "great breakfast frustration” — the feeling Brits experience when they miss out on the breakfast cut-off.
Over a third of Brits (42%) have also called for Hash Browns to be an all-day delicacy, according to Aldi’s research.
Priced at a mere £1.99 for a pack of 10, Aldi’s Oakhurst Breakfast Hash Browns are hailed as superior to McDonald's £1.49 single offering by food lovers across the nation.
Aldi’s Hash Browns will be available ‘all day’ at select locations around the country later this week.
Getting traction
Capital FM host Aimee Vivian shared her love of the viral hash browns on TikTok: “It’s another run, don’t walk to Aldi!!” “I love a cheeky maccie’s hash brown as a treat. So to find these in Aldi UK was a touch!”
Other app users shared their love and agreement in the comments: “These are perfect and taste better than maccies” and “they are so nice, just like maccies”.
Julie Ashfield, chief commercial officer at Aldi UK, said: "Brits love their hash browns and our Oakhurst Breakfast Hash Browns have developed quite the loyal following, with over half a million breakfast hash browns sold in store per week. That’s why our hash brown van has been designed with one purpose — to bring the nation their crispy potato fix at any time of the day, not just before 11am.”
Our take
Given McDonald’s penchant for baiting rivals in its advertisements, they can hardly call foul on this lighthearted effort. The overall message of cooking your own food to save the pennies is a rare one, however, so the campaign has carved out something of a niche.
What the campaign’s tact about the modern economy, however, where even fast, thrifty fast food outlets are subject to undercutting, is for readers to reflect on.
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