ALDI were steadily introducing 700 new products, but customers were sticking to their plain old shopping list.


People everywhere are on autopilot, but nowhere is it more evident than in the supermarket – we stick to a list, look but don’t see, and rush through the store.


We shocked people out of their supermarket daze. We used ALDI’s most common products to highlight their new, unusual ones, encouraging people to stop and smell the savings.


  • We developed TV ads, radio, web banners and POS materials
  • We're not allowed to share sales results, but the TV campaign was so effective we created 48 spots