The supermarket chain ALDI plans a campaign in the UK to bring playing children back to eating with their parents. The plan is quite cunning and seems to target children who play Fortnite.
This is ALDI’s idea: The supermarket chain ALDI calls on parents in the UK to register on a website.
Then a team of professional gamers would join their children’s game and eliminate the kids, meaning defeat them in the game.
The children would then log out and eat together with their parents and siblings at the family table.
In addition, parents should find out their child’s gamertag and send it to ALDI. ALDI has already prepared a guide on how parents can find out the tag.
The campaign runs under the title “TeatimeTakedown.” Its goal is to ensure family meals together.
This campaign is planned to run in March. The action itself is scheduled for March 22 to 24 and March 29 to 31.
ALDI happily points out that March 31 is Mother’s Day.
“Oh Mom – I can’t just hit pause!”
What is behind this? The idea is certainly aimed at Fortnite. In that game, children can’t “pause” because a thrilling round is going on. Therefore, they can’t come to dinner on time.
This Fortnite behavior has been criticized by parents before – even humorously.
ALDI’s logic: If the children are hunted and eliminated by pro gamers, they have no more excuses.
Although ALDI does not explicitly mention Fortnite, the parallels seem clear.
The spot seems to target mothers directly, who seem to happily smile about teaching their children a lesson.
The spot is also a PR action for ALDI, to capitalize on the Fortnite hype.
This is how well-known gamers and streamers react: Generally, many in the gaming community are making fun of this spot.
Esports journalist Rod Breslau says he planned to eliminate children and then tell them he was sleeping with their mothers, but then he would have been caught and teabagged by Shroud, s1mple, and scump – so now he’s better off going to eat himself.
Fortnite pro Sypher PK says he would make children rage anyway. That’s what he does for a living.
