One of the biggest challenges for any brand is integrating its assets across different channels. That was exactly what landed on our table.

On one side, we had to introduce AL & DI on social. On the other, we had to do it in a way that felt native and seamless, sparking genuine curiosity within our community.

Spoiler: we pulled it off.

We created a series of episodes that kicked off with a call to our community:
“Something strange is happening at ALDI.”

From there, we rolled out a sequence of videos revealing a bit more each time. One thing became clear: someone, or something, was helping our customers shop smarter.

In the end, we uncovered the truth together with the audience. It was none other than AL & DI. Our new mascots.