Amusingly, considering Easter is a Christian holiday, Aldi’s trio of special ads are forged in pride, greed and envy. But crucially, the ads are actually amusing.

Aldi applies its standard ‘it’s quality but - surprise! - cheap’ line to two women discussing lamb in a lift, a teacher smugly chomping a luxury Easter egg and a subtext-rich hot cross bun conversation. The German discounter effectively captures a particularly British, faux-cheerful resentment, most entertainingly at a garden party, where an incredulous guest is caught scanning the fridge for Aldi products.

The products look good when we see them, though the lamb-focused ad confidently doesn’t deem it necessary to show us the goods. Bold, amusing stuff.

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