As the inventor of hard discount, ALDI has always sought to "simplify" the shopping experience over the years. The latest campaign from Serviceplan and ALDI continues this tradition and goes one step further by including the concept of "smart shopping".

ALDI has always been more than just simplified shopping - it has always been a "smart" choice for consumers. The new positioning campaign of Serviceplan and ALDI underlines this fact with the launch of a new baseline: "ALDI, the smart choice", which will be used in all future communications.

With the new tagline "ALDI, the smart choice", ALDI explains why it is now smarter to shop at ALDI, in addition to simplifying their shopping culture.

At ALDI, customers are looking for high quality products at low prices, a pleasant and efficient customer experience, and a consistently varied and well-thought-out range. In an increasingly competitive industry, it was therefore important to develop a campaign that reinforces the customer's choice with a range of clever arguments.

The obvious advantages of shopping at ALDI have been translated into "ALDI truths". Namely: there are more than 440 shops in Belgium where you can easily and quickly do your shopping, enjoy a full shopping trolley, at a reduced price.  There is always an ALDI near you.  You find choice, but without the embarrassment of choice, and much more.

All these ALDI truths will be used as a guideline for a surprising 5-week campaign. Throughout the year, new truths will be unveiled and broken down by campaign theme. This is just the beginning of a whole series of campaigns that will focus on smart choices.

In addition to this new strategic and content approach, ALDI's visual identity has also been revamped. By using ALDI's characteristic blue colour, combined with blue and white stripes, ALDI is homogenising its brand and making it more contemporary. The impactful, recognisable graphics are combined with a clever and witty tone of voice.

The first campaign using this new style has been visible since January 2022. It is the result of a co-creation between ALDI's marketing team and Serviceplan, Publicis, Mediaplus, BOA, the production company Bozon and the agency SoMe, Pivott.

The new campaign was rolled out across POS, OOH, Digital OOH, social media, newspaper ads, paid and owned media and a five-week TV campaign.

The first four 15" TV spots each highlight a truth: the proximity of ALDI shops, the ease of shopping, a full shopping cart at a reduced price and a lot of choice but without the hassle. These short, rhythmic and graphically modern spots are an accurate reflection of ALDI's new identity. Simple and clever, with an honest and effective message that puts the ALDI customer first.