ALDI Continues to Champion Everyday Low Prices Amidst Rising Food Costs

In an era marked by soaring grocery prices, ALDI builds on the success of its ongoing “It’s an ALDI Thing” campaign, stepping up its commitment to providing everyday low prices.

ALDI is once again stepping up to meet the needs of today’s cost-conscious consumers with a new chapter in its successful “It’s an ALDI Thing” campaign. As inflation continues to stretch household budgets, ALDI remains focused on delivering value where it matters most: at the checkout counter. This campaign underscores the grocer’s commitment to disrupting the grocery market status quo by offering prices that consistently beat the competition and without the usual retail runaround.

According to research, 76% of consumers feel like they’re struggling to keep up and afford the basics and “Big Grocery” isn’t doing as much as they can to ease the pressure. The new work targets value seekers, aiming to change this perception by showcasing the intentional differences that allow ALDI to deliver consistently low prices, without the gimmicks and “pricing games.”

“This new work gives credit to the ALDI shopper by being transparent about their pricing strategy and demonstrating how they are truly unique,” said Rick Hamman, EVP, Executive Creative Director at Leo Burnett. “Working with the brand to build up their creative story has been a lot of fun and we’re appreciative of our client relationship which has been key to bringing some really fun work to fruition.”

In addition to TV, OLV and out of home, the new campaign features social spots that seamlessly insert ALDI into popular social media trends to drive consideration with potential new shoppers.

The new work will run through the spring of 2025, perfectly timed to assist shoppers in navigating the post winter holiday period with their wallets intact.