Aldi Kicks Off New National Ad Campaign

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Aldi Kicks Off New National Ad Campaign

By Cyndi Loza - 09/17/2018

Aldi is launching a national advertising campaign encouraging consumers to "shop differentli."

The Shop Differentli campaign kicked off today, according to Supermarket News, with the first of a series of commercials designed to convey how Aldi delivers quality, selection and value to help shoppers save both time and money. The 30-second, lead-off commercial is dubbed "Child Seat" (see video below) and depicts a doting mother explaining what makes private label Specially Selected olive oil so "beautiful and precious" to her adult son sitting in a shopping cart's child seat. 

The aforementioned spot was posted to the retailer’s YouTube channel Sept. 12 along with five other 15-second spots that highlight SKUs on a conveyor belt and communicate:

  • an "only the best products make the cut" message, alongside private label Heart to Tail dog treats and Specially Selected extra virgin olive oil. 
  • a "fresh Atlantic salmon never frozen" message.
  • that the retailer has received more than 300 awards for its quality private label assortment. 
  • Aldi's "Twice as Nice" guarantee, promising that if shoppers are not satisfied with a product the retailer will replace it and refund their money. 
  • a "fresh product delivered every single day" message.

The multimedia campaign includes 30- and 15-second commercials on broadcast and cable networks, such as streaming platforms and online video, along with social media activity and both print and digital ads, Supermarket News reported.

“Our ‘Shop differentli’ campaign highlights the intentional differences our customers experience when shopping at Aldi versus other grocery stores,” Scott Patton, vice president of corporate buying at Aldi, said in a statement to the news outlet. “To us, low prices, high-quality products and a rewarding shopping experience are the result of the care we put in to everything we do.”

Considering 90% of Aldi's SKUs are private label, it's no surprise the retailer's latest commercials focus on its store brand assortment. However, the commercials place a greater emphasis on positioning Aldi's private label SKUs, meat and produce as high-quality products, whereas the previous ads had just presented them as low-cost equivalents to national brands. (Click here to see video.) 

Aldi spent $57.7 million on advertising in the U.S. in 2017, but only $10.4 million in the first half of 2018, AdWeek reported citing Kantar Media. Aldi selected Leo Burnett as its agency of record earlier this year, according to AdWeek.