In Aldi’s ad, a couple compares the price difference between the brand’s Mamia range and its competitors. But the real star of the spot is the casual depiction of breastfeeding. Rather than using the ad to make an explicit point or fuel the conversation around breastfeeding, Aldi merely shows what parenting looks like. The ad has been largely applauded by the public, with one Twitter user writing: “Well done Aldi for including breastfeeding in such a normal natural tender way more of this please.” Another said: “The new #Aldi advert is on point, some may say forward-thinking but it's everyday life to a new mum. Well done #Aldi setting the standard #breastfeeding #NoBodyShame.”

The UK has one of the lowest rates of breastfeeding in the world, with just 34% of babies being breastfed at six months. This trend is driven in part by health funding cuts and a lack of education, but it’s also due to negative perceptions. In fact, reports show that 85% of new mothers don’t feel comfortable breastfeeding in public. By including breastfeeding in its ad without making it the focus, Aldi aims to tackle negative connotations and help normalise everyday aspects of motherhood. The ad speaks to people’s desire for brands to demonstrate understanding and empathy. Pampers also tapped into this demand with its ‘Love the Change’ campaign, which highlighted the uncertainty and fears that new parents experience.

Hannah Septoff is a member of Canvas8’s editorial team and has a degree in social anthropology and politics from The University of Edinburgh. She’s passionate about the intricacies of human gender, sexuality and love and when not at work can be found on the rugby pitch or eating hummus.