My aim for April Fools’ Day 2025 was to create something that felt unmistakably Aldi Scotland - a light-hearted celebration of Scottish humour and local pride.
I led the creative direction and concept development for Taps Aff, a spoof launch for Scotland’s first-ever canned tap water. The name, inspired by the familiar Scottish phrase for sunny weather, celebrated the nation’s pride in its tap water while capturing the humour and confidence that define Aldi’s personality. Drawing on audience insight and my four years of experience with the brand, I helped shape a campaign that balanced quick wit with local authenticity.
The stunt rolled out across social channels, generating huge engagement and national attention.
Credits
Kim Campbell Graphic Design
Kim Campbell Graphic Design
