With two months of holiday season campaigns upon us, ALDI, recently named one of TIME’s “World’s Best Brands of 2024,” has partnered again with Leo Burnett to launch their new “Swindle Season” holiday campaign.
Following last year’s success, the campaign highlights the frustrations of holiday shopping and cooking, positioning ALDI as the solution for budget-friendly, quality grocery options. Many consumers are feeling the added pressure to focus on price while preparing standout holiday meals – underscoring the role ALDI plays in offering that balance, quality groceries at affordable prices during the holiday season.
The “Swindle Season” spots bring holiday struggles to life through a storybook-like narrative. Escape to the Holidays contrasts crowded aisles and high markups at traditional grocery stores with ALDI’s low-price, streamlined experience.
Meanwhile, Win the Holidays tackles the pressure of preparing the ultimate holiday meal that impresses even the toughest critics, like Nana, showing ALDI as the ideal “secret weapon” for hosting success. Watch below:
“High prices are still a concern for shoppers, and we wanted to show ALDI as the go-to for affordability and quality,” says Greg Strom, ALDI’s group director of customer interaction. “Whether you’re building a charcuterie board or recreating a family dessert, ALDI makes it quick, easy, and affordable.”
Rick Hamman, EVP and executive creative director at Leo Burnett, adds, “We’ve expanded ALDI’s ‘It’s an ALDI thing.’ campaign to playfully showcase ALDI’s commitment to providing a better shopping experience, especially during the holiday season.”
CREDITS:
BRAND: ALDI
- Chief Customer Officer: Greg Strom
AGENCY: Leo Burnett Chicago
- Executive Creative Director: Rick Hamman
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