We were tasked with delivering joy to our loyal shoppers, and galvanizing occasionals, during a holiday season marked by inflation and financial stress.
ALDI U.S. is making sure the holidays feel special no matter what, with one of the many unique “ALDI things” – gnomes.
We worked in lock step with agency partners to ensure a consistent tone of voice for our beloved gnomes as the omni-channel campaign came to life across linear TV, online videos, social, radio, print and live activations.
Our gnomes each represent the the brand’s unique qualities – from Brian ‘The Low-Price Duster’ who sprinkles his ‘low price dust’ all over the store, to Mabel with ‘Global Imports’ expert who ensures that only the very best overseas items make it on our shelves, and Sam ‘The Quality Control’ gnome who manages all quality checks to make sure only the best products make it to the shelf.
ECD: Bob Winters | Creative Directors: Travis Klausmeier + Travis Lampe | ACD/Art: Cat Kesman | ACD/Copy: Annie Sandford | Director: Brandt Lewis | DP: Bianca Cline | Leo Burnett x Digitas Chicago