ALDI

Helping ALDI navigate growth to become the sweetheart of American grocery customers

Role Creative Director leading a team of 20 across all aspects of the account with frequent client interfacing — all at the pace of retail grocery.

In 2016, ALDI remodeled their stores and expanded aggressively — from about 1,500 stores to 2,000+, including its first on the West Coast. I led the creative team at McCann that contributed to that growth: launching a new logo, a contemporary brand makeover, and an edgy 20-spot TV campaign — and an expanded grocery lineup that included new products like sushi, exotic fruits, prosciutto, and premium wines and beers.

The "Likes" TV campaign led the charge, using witty humor to highlight ALDI's silver bullet: private-label products at about half the price of brand-name items elsewhere.

ALDI is uniquely German in heritage — born of the Albrecht family's belief that access to quality food should be a right, not a privilege.

My team was responsible for seasonal marketing initatives during the highest traffic segments — Easter, Summer, Back-To-School, Thanksgiving and Christmas.

All in-store materials — bags, gift cards, signage, package design — were influenced by the new logo and design scheme.

The core line expansion included multiple new products, like sushi, prosciutto, mango, award-winning wines and IPA beers.

The old ALDI logo was replaced with a fresh, dimensional logo.

Part of the brand overhaul included redesigning the in-store circular, a critical part of the customer experience. Weekly design and layout was handled by the retail team — who managed four separate weeks at any given time.