aldi: discounts to desire
Dutch consumers love a good deal, they’re proud bargain hunters. Yet, despite this cultural fondness for discounts, there wasn’t much conversation happening online about shopping at ALDI.
ALDI came to us and asked how they could improve ALDI’s image and reinforce the brand’s identity around price and quality. The answer: influencer marketing.
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the aldi experience
Influencer partnerships provide a powerful way to get people talking about your brand in an authentic, organic way. After all, a person’s recommendation carries far more credibility than a brand’s own message, especially in a world where audiences are increasingly skeptical of traditional advertising.
To make shopping on a budget feel not only smart but fun, we built the influencer strategy around two core pillars: humor and relatability.
Instead of focusing purely on product sales, the influencers highlighted the ALDI experience: the feeling of satisfaction that comes with getting great quality for a great price.
This shift in focus transformed ALDI from being perceived as “just a discount supermarket” into a brand with personality and cultural relevance.
Humor and relatability
We collaborated with a wide mix of creators. We selected each influencer carefully, ensuring that their concepts match ALDI’s desired brand perception. In this way we could give the influencers creative freedom and trust that their concepts aligned with ALDI’s strategy. The content often took the shape of humorous skits or everyday situations where ALDI naturally fit into people’s lives.
The results spoke for themselves: adding humor and relatability led to higher average watch times and increased attention rates across platforms. This meant that audiences not only saw the message but actually stayed engaged with it, making the content more effective overall.
entertainment first, sales second
After several successful influencer campaigns, ALDI decided to take the next step and expand the partnership. Our For You Agency content team took over the official ALDI TikTok channel, producing eight original concepts every month that align perfectly with the influencer strategy.
Each piece of content builds on the same principles: entertainment first, sales second. By mirroring the tone of the influencer content on ALDI’s own channels, we created a consistent and authentic brand voice across all touchpoints.
What's in it for the marketer?
By integrating humor, authenticity, and diverse influencer voices, ALDI successfully repositioned itself as a brand that understands modern consumers.
The campaign didn’t just improve perception; it sparked genuine conversation around the brand. ALDI became part of online culture, showing that even discount shopping can be aspirational, shareable, and most of all: fun.
