While most brands lean on sugar-coated sentiment this time of year, ALDI USA is taking a different approach by helping shoppers create big holiday moments without breaking the bank.
Developed by Leo, the supermarket’s new “It’s an ALDI Thing” holiday campaign positions the brand as the ultimate “holiday unlocker.” The message: meaningful celebrations don’t have to come with a hefty price tag.
“Our research shows that even in tighter times, people still want to celebrate in a way that feels special,” said Katherine Sodeika, Director of Marketing at ALDI USA. “By leaning into nostalgia and joy — with a little help from Santa — we’re reminding shoppers that ALDI delivers genuine savings that make the season magical.”
Two hero spots, directed by Brian Billow of O Positive, headline the campaign. In “Saving the Holiday Spirit,” Santa is rescued from a rooftop mishap by an ALDI van. At the same time “Accidental Party” turns a Christmas freeze-frame into a lively showcase of ALDI’s seasonal offerings. Watch below:
“It stays true to ALDI’s unapologetic voice — delivering quality at unbeatable value,” said Rick Hamann, EVP and Executive Creative Director at Leo Chicago. “Brian immediately understood the balance between humor and holiday chaos. His comedic sensibility grounds the story in something that feels real.”
Beyond TV and CTV, Leo is pushing ALDI’s message into trend-driven social content. Instead of recycling ad cutdowns, the team created native work like “Face on Paintings,” which transforms old-fashioned holiday art into funny, talking portraits — the perfect blend of nostalgia and surprise.
This year’s campaign moves away from last year’s price-led push to a more narrative, emotional approach focused on “saving Christmas.” “The economy’s tough,” added Hamann, “but the holidays are when people still want to give more, do more, and make it feel special. ALDI naturally fits that human moment.”
The campaign launched on October 27 across TV, CTV, OLV, TikTok, Meta, Pinterest, YouTube Shorts, Snapchat, and OOH.
CREDITS:
BRAND: ALDI USA
- Marketing Director: Katherine Sodeika
AGENCY: Leo
- Executive Creative Director: Rick Hamann
PRODUCTION COMPANY: O Positive
- Director: Brian Billow
POST / VFX:
- The Harbor Picture Company (US)
- Whitehouse Post (US)
MUSIC: Human
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