"Spend a little, live a lot."

And why not indeed? Here's a retailer with a fresh proposition: why can't you have truly premium products – smoked salmon, Chablis, Extra Virgin olive oil, and the like - at every day prices? That's what Aldi promise and that's what the advertising delivers. Exemplified by the strapline above and the luxuriant black-blue livery, on everything from hanging banners to recruitment ads.