It's an ALDI thing
A wise cowboy makes his way into the latest It's an ALDI thing ads from Leo Chicago.
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In the newest chapter of the It’s an ALDI Thing platform, ALDI and agency partner Leo Chicago use a familiar Western storytelling trope as the engine for a fully integrated campaign designed to help make sense of the things unique to ALDI.
Rather than downplaying the brand’s differences, they are brought front and centre with Western-inspired visual language and dry humour.
For new shoppers, it reframes the ALDI differences as “strange at first” (like the quarter-cart system) as the things that make ALDI the destination for shoppers seeking value at an approachable price. And for existing shoppers, it nudges them off autopilot into discovering something fresh outside of their go-to favourites and familiar aisles.
“In a vast world of shopping experiences that are the same, ALDI stands out. Once you understand why ALDI is unique, its value becomes obvious. This work uses a confident cowboy as a knowledge guide who knows ALDI and is proud to show shoppers that ‘ALDI things’ aren’t differences to question but rather signs of a better shopping experience,” said Katherine Sodeika, Marketing Director, ALDI.
