After what has been one of the hottest summers in history, many Britons were looking forward to the arrival of the cold. And the Aldi supermarket chain has proposed to accompany the winter season with a limited edition coat inspired by traditional “jacket potatoes”, that is, stuffed roast potatoes.
The company has teamed up with London-based fashion brand Agro Studio to create an oversized, quilted garment perfect for cool autumn evenings and later, long winter days. As explained by Aldi, the coat has a soft fleece lining that provides warmth and an exterior inspired by potato skin.
Additionally, the sleeves end in expandable brown mittens and silver cuffs, creating the appearance of a baked potato wrapped in foil. On the other hand, the garment also includes a silver rain cover that is reminiscent of the aluminum foil needed to bake potatoes.
“We know our customers love roast potatoes, so launching this jacket made sense, especially as the temperatures drop.“; commented Julie Ashfield, Commercial Director of Aldi UK, in a statement. “Our latest creation will keep roast potato lovers warm this season, taking inspiration from one of the country’s favorite comfort foods”.
The launch of the so-called “Jacket Potato Jacket” follows a survey carried out by Aldi among 2,000 British consumers. According to the research, more than 40% affirm that October marks the beginning of the baked potato season, and 61% declare autumn as their favorite season, although 85% consider that the worst of the season is the cold. Among the favorite activities during this period are watching television under a blanket, cooking and enjoying hot dishes or sitting by the fireplace in a pub.
The initiative also responds to the company’s own product catalog for this season. And according to Aldi, with the arrival of autumn they expect to sell more than 2 million individual roast potatoes during October and November.
As part of the initiative, Aldi has carried out the giveaway for five coats through its TikTok, Instagram and Facebook channels. Interested users had to like one of the company’s posts and tag a friend. Aldí will announce the winners in the coming days.
Furthermore, to generate notoriety around the initiative, Aldi has carried out communication actions together with the public relations agency Taylor Herring. Among them, he included the coat in the stands of the Emirates Stadium during the Champions League match between Arsenal and Atlético de Madrid on October 21.
