The Challenge
ALDI is a genuinely strange and beloved brand. You can buy imported Manchego and a kayak paddle in the same trip. That peculiarity is a feature, not a bug, but writing for it requires a specific voice. Too polished and it loses the charm. Too weird and it loses the product. The work had to be fun without being try-hard.
The Insight
ALDI’s most loyal customers don’t just shop there, they evangelize it. The “ALDI Finds” section in particular has a cult following. The copy needed to tap into that insider energy and make everyone else feel like they were missing out.
What We Did
Social copy across Instagram Reels, feed posts, Stories, paid social and display ads — all built around ALDI Finds and the brand’s distinct personality. The writing leaned into the absurdity of the product mix while keeping the tone warm and shareable.
My Role: CW
Instagram Reels
Organic Social
Instagram Stories
Paid Social
Display Ads
Credits
CDs: Gary Fox-Robertson, Madeline Malachowski, Patricia Flanagan
Sr. ADs: Maria Lewis, Dani Dinsmore
ADs: Jacky Rodriguez, Ray Ito
Animator: Cara Ross
ACD CWs: Alex Drumm, Robin Gelfenbien
Sr. CW: Andrew Ralston Smith
