Aldi enlists Jean-Christophe Novelli for Christmas tour

Supermarket chain Aldi has teamed up with chef Jean-Christophe Novelli to serve Christmas dinners at restaurants in five UK cities.

Aldi and Jean-Christophe Novelli team up for Christmas restaurant tour
Aldi and Jean-Christophe Novelli team up for Christmas restaurant tour

As part of the brand’s ‘Everyone’s coming to us this Christmas’ campaign, up to 50 diners in each city will be able to tuck into Christmas dinner, which will be created using products from Aldi’s Specially Selected range including luxurious caviar, crab, turkey wellington and a 12-month matured Christmas pudding.

Consumers can try to win a place for themselves and a friend by visiting Aldi’s Twitter account and telling the supermarket why they should win, using the hashtag #AldiFestiveFeast.

Those who are successful will be able to attend the dinner, as well as take home a goody bag featuring a selection of Aldi’s Christmas range.

Aldi’s Christmas dinner activation will be visiting Glasgow’s Blythswood Square Hotel tomorrow (21 November), followed by Home House in London on Monday 24 November. It will then travel to the Jesmond Dene Hotel in Newcastle on Wednesday 26 November, Manchester’s Great John Street Hotel on Monday 1 December and Birmingham’s Michelin-star restaurant, Adam’s, on Wednesday 10 December.

The restaurant tour is being executed by PR agency Weber Shandwick Manchester on behalf of Aldi.

Tony Baines, joint managing director of corporate buying at Aldi, said: "Our Christmas pop-up restaurants are just a taster of what can be achieved at home this Christmas time. Jean-Christophe Novelli has put together a luxury menu that shows off our festive range to the full and offers better value than other supermarkets. We hope that our consumers will enjoy it."

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