ALDI US Pokes Fun at Holiday Woes in Christmas Campaign

Following last year’s success, ALDI, recently named one of TIME's World’s Best Brands of 2024, and Leo Burnett have released a series of new 'Swindle Season' holiday spots, poking fun at holiday woes that showcase ALDI as a better way to grocery shop.

The new 'Swindle Season' spots poke fun at holiday shopping woes and hosting pain points through a dramatised yet relatable storybook telling of the consumer experience. 

'Escape to the Holidays' creatively highlights the contrast between the inconveniences of traditional grocery shopping such as crowded aisles and exaggerated markups, versus the streamlined experience, while offering everyday low prices, provided by ALDI.

'Win the Holidays' emphasises the pressure of preparing THE meal of the year...and impressing Nana – you know, the one with sky-high standards. With ALDI as your secret weapon, you can turn a budget-friendly dinner into an epic success, earning praise, admiration and grandma’s stamp of approval.

Much like last year, 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 holidays are a stressful time of year and with national grocery prices still high, we brought back our Swindle Season campaign to show ALDI is still the place to shop for the best price and quality this holiday season,” said Greg Strom, group director of customer interaction at ALDI. “Whether you are trying to build a charcuterie board or make grandma’s heirloom dessert, ALDI makes it easy to get in and out of the store quickly and affordably without all the loopholes you have to jump through at other retailers to get a deal.”

"We've continued to partner with ALDI to bring the 'It's an ALDI thing.' campaign to consumers and extending that messaging into the upcoming holiday season with more Swindle Season brand work,” says Rick Hamman, EVP, executive creative director. "Quality and price are always top of mind during the holidays, creating a natural opportunity for ALDI to highlight their commitment to a better shopping experience in a fun and engaging way."