Aldi has mocked competitors attempts to ‘price match’ its products in its new TV ad, ‘Can’t Match This’.

The creative, which airs today (24 May) features a father and son duo who break into song when learning that another supermarket is attempting to price match the German discounter.

The ad forms part of a wider marketing campaign which aims to spotlight that “Aldi prices can’t be matched”.

Following the launch, hundreds of retail cuts will be promoted under a new ‘prices hammered’ strapline, alongside the discounter’s ‘Wine of the Week’ offer which sees bestselling bottles reduced by up to 65%.

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Savvy, swap and save suggestions will be showcased, positioning products from Asda, Tesco and Sainsbury’s alongside cheaper alternatives at Aldi.

The discount grocer will also be casting spotlight onto its recent award wins, with accolades including Which? Cheapest Supermarket, Drinks Retailer of the Year, Good Housekeeping Institute Favourite and Quality Food Awards.

Aldi UK marketing director Jemma Townsend said: “We’ve seen increased attempts from other supermarkets trying to match Aldi prices but there’s only one supermarket where every price is an Aldi price.

“Competitors promoting a small number of items will never give customers the full benefits of an Aldi priced shop. But it’s not just cheaper products shoppers get with us, it’s also award-winning and high-quality products.”