That's Business: How to Use Humour in Advertising Your Business: Lessons from Aldi’s Mary & Derrick

In today’s competitive marketplace, making your brand memorable is crucial—and one of the most effective ways to do this is through humour.

From short social media clips to longer video campaigns, laughter can create an emotional connection with your audience, increase shareability, and humanise your brand.

A perfect recent example comes from Aldi’s Special Buys adverts featuring Mary and Derrick, which have become a talking point across the UK.

Why Humour Works in Advertising

Humour breaks through the noise. People are constantly bombarded with ads, but a funny, relatable moment stops them in their scroll.

It encourages engagement, improves brand recall, and makes your message more shareable. Humour also signals confidence—if your brand can laugh, it feels more approachable.

Aldi’s use of Mary and Derrick is a case in point. The adverts feature quirky, light-hearted interactions between the two characters, often highlighting the surprising or unusual items in the Special Buys range. Their playful banter and exaggerated reactions make the products memorable, while the humour makes the campaign feel authentic rather than forced.

Creating Humorous Content on a Modest Budget

You don’t need Hollywood budgets to create a funny and effective campaign. Here’s how small businesses can emulate Aldi’s approach:

Focus on Relatable Situations: Comedy works best when people see themselves in it. Mary and Derrick are ordinary shoppers with exaggerated personalities—your ads can feature everyday scenarios in your niche, highlighting relatable pain points or moments of surprise.

Short, Shareable Clips: Social media thrives on snackable content. Create short, 15–30 second videos that are easy to watch and share. Platforms like TikTok, Instagram Reels, and X (formerly Twitter) are perfect for low-cost, high-impact humour.

Use Characters or Mascots: You don’t need actors or a full cast. A simple recurring character, voiceover persona, or even an animated figure can build a humorous narrative over time. Consistency helps audiences develop a connection with your brand.

Play with Exaggeration: Amplifying emotions or reactions can be funny and memorable without requiring expensive effects. Think oversized props, playful expressions, or witty dialogue.

Leverage Everyday Resources: A smartphone camera, free editing apps, and your team’s natural energy can be enough to create high-quality content. Aldi’s adverts are polished but not reliant on high-cost CGI—relatable performances do the heavy lifting.

Test and Iterate: Humour is subjective. Try different styles—puns, visual gags, dry wit—and monitor engagement. Audience reactions will guide your approach and help you refine your voice.

Key Takeaways

Humour in advertising isn’t just entertaining—it’s strategic. It helps your business stand out, makes products memorable, and encourages sharing. Aldi’s Mary and Derrick show that you don’t need a massive budget to create content that resonates. With relatable characters, short and engaging videos, and a playful approach, even modestly funded campaigns can deliver big laughs and big results.

So, whether you’re a small shop, an online retailer, or a service-based business, consider injecting some humour into your marketing. After all, people remember the brands that make them smile.d:

DIY Humour in Advertising: A Budget-Friendly Guide for Small Businesses

Humour doesn’t have to break the bank. With a little creativity, your business can produce funny, engaging content that resonates with your audience—just like Aldi’s Mary and Derrick campaigns. Here’s a step-by-step guide to get started. But on a modest budget.

1. Choose Your Characters or Persona

Keep it simple: You don’t need professional actors. Your team, friends, or even a recurring mascot can do the job.

Create relatable personalities: Think of characters that exaggerate everyday traits—like Derrick’s nosiness or Mary’s dry wit.

Be consistent: Repeating the same character(s) in different scenarios helps build a connection with your audience.

Example: A quirky shop assistant who reacts hilariously to unusual stock items, like oversized vegetables or novelty gadgets.

2. Pick Relatable Situations

Focus on situations your audience recognises—shopping mishaps, small business challenges, or funny customer interactions.

Highlight small surprises in everyday life. Humour works best when it’s something people can identify with.

Example: Your “assistant” trying to fit a massive novelty item in a tiny bag, reacting in disbelief while your audience laughs along.

3. Write Short, Snappy Scripts

Aim for 15–30 seconds. Short clips are more shareable and easier to produce.

Punchy dialogue or a simple visual gag is often funnier than complex setups.

End with a subtle brand reminder—your logo, website, or a tagline.

Example Script:

Scene: Shop aisle

Assistant: “Do we really need a life-sized rubber duck?”

Customer: “Absolutely. It’s on special!”

Assistant struggles to carry it out, exaggerated facial expressions

Tagline on screen: “Special Buys that surprise—[Your Business Name]”

4. Film Using Everyday Tools

Smartphones are sufficient for high-quality video.

Natural lighting and a tidy background go a long way.

Free or inexpensive editing apps (CapCut, InShot, Canva Video) can add text, sound effects, and simple transitions.

5. Add Humour with Visuals and Sound

Exaggeration: Oversized props, funny costumes, or dramatic reactions.

Sound effects: A “boing” or “splat” can make a visual gag funnier.

Captions: Many people watch social videos muted, so captions help the humour land. And doesn't exclude those with hearing issues.

6. Test and Share on Social Media

Platforms like TikTok, Instagram Reels, and X favour short, funny clips.

Post consistently to develop an audience.

Monitor engagement—likes, shares, and comments will show what works.

7. Repurpose and Expand

Successful clips can be turned into GIFs, memes, or short compilations.

Reuse characters and recurring gags in newsletters, ads, or in-store screens.

Over time, your characters can become mini “brand ambassadors” with minimal ongoing cost.

Budget-Friendly Tips

Props: Use household items, recycled materials, or inexpensive novelty items.

Editing: Free apps are sufficient; avoid expensive software.

Locations: Film in your shop, workspace, or local outdoor spots—no need for studio rentals.

Team talent: Friends, family, or enthusiastic staff can act—paid actors aren’t essential.

By keeping things relatable, short, and playful, you can create a humorous advertising campaign that feels professional, memorable, and most importantly, shareable—all without needing a big budget.

Humour humanises your brand, encourages engagement, and makes people remember your business. If Aldi’s Mary and Derrick can get the nation laughing with supermarket specials, imagine what a small but creative business like yours could do!

Here's one version of the Aldi Special Buys advert:-