Taping over products seems to be a thing right now – beginning with Heinz’ global “tapeover” responding to FIFA’s non-sponsor brand censorship.

Also World Cup-themed, but with a different purpose, Aldi UK showed its support for England ahead of the England vs Norway final on July 11 by taping over the NOR on Nordpak butter products, replacing the three letters with ENG – suggesting that when England is playing Norway, even Nordpak knows which side it’s on.

The tactical idea came from long-standing Aldi creative agency, McCann Manchester. It was released on July 10 across OOH, social, and in-store digital.

Credits
Client: Aldi UK
Customer Interaction Director: Kristin Sonfield 
Customer Interaction Manager: Jake Garner
Customer Interaction Specialist: Harriet Wood

Creative Agency: McCann Manchester
Chief Creative Officer: Dave Price
Executive Creative Director: Dan Noller
Design Lead: Samantha Oxford-Dean
Chief Strategy Officer: AJ Jones
Managing Partner: Jane Colbeck
Senior Social Media Director: Alice Rafferty
Senior Social Manager: Ollie Caveney
Senior Project Manager: Ella Timmins
Account Executive: Lucy McNeill

Quick thinking by Heinz Canada turned FIFA’s ban of its branding at the World Cup into a laugh-out-loud retort…that Heinz then took global.