I feel like I need to share this because idk if Europeans are familiar with the presence of Aldi in the US, but at least especially in my area they’ve been growing a lot recently. Like Aldi bought out some local failing grocery chains where I live (Louisiana) and have opened Aldis in all these somewhat rural communities and small towns, which for the record I’m fine with
But as a result of this they are advertising a lot more in my area and also in many cases, the people in these areas have never been confronted with Aldi or any European grocery store. So the ads that Aldi is pushing out to its new US customer base feature a cowboy shopping at Aldi who is explaining to new Aldi customers how Aldi works. Like this cowboy is explaining you gotta put a quarter in the shopping cart and why there are very little name brands. A cowboy is how they want to reach their American customer base. They gave us a cowboy
Here he is, the Aldi Cowboy
The whole thing was created in the US, by Aldi US's marketing director (Aldi US corporate headquarters is in Batavia, IL) and by an advertising agency based in Chicago
Leo Chicago and ALDI are heading out West for the latest chapter of the retailer’s ongoing “It’s an ALDI Thing” platform.
It was designed to be intentionally different from typical grocery store ad campaigns. The cowboy is meant to be incongruous, based on the average modern American experience.
The fast-growing company has turned away from posts that just highlight its low prices and toward more playful, culturally relevant content,
