Why We Are Obsessed with Aldi's Marketing Lately
Aldi has been making waves with its marketing strategy, and if you’ve been paying attention, you know why. The grocery giant has managed to blend humor and FOMO that makes their customers want to stop strolling, grab their cart quarter, and head to the store.
Here’s why we can’t get enough of Aldi’s marketing lately, and our key takeaways that your business could learn from.
They are Seriously Unserious...
We challenge you to scroll through their feed and not crack a smile! They aren't afraid to jump in on trends, create funny pop-culture memes, and dive into humor. Whether it's the Oscars, Love is Blind, and beyond, they are joining in on the conversation!
Sparking FOMO
Their limited-time Aldi Finds and seasonal drops create crazy hype. Whether it’s their budget-friendly dupe of a high-end product or a fun holiday special, Aldi makes sure you know about it, before it’s gone. Their main focus might be groceries, but they have a great strategy to pull customers into the store for more fun items, too.
Tapping into Their Differ-ences
Their humor isn't just for giggles, it establishes their unique selling proposition. Not only with memes and threads, but Aldi has stepped into Wendy's shoes and has gotten witty towards their competitors! Aldi has been playfully taking jabs at higher-end retailers, for example, their merch line that some are calling, "Aldidas" or clapping back during the Erwhon Strawberry debacle. And honestly, we love it! This is a playful way to highlight the differences between them and other retailers. The grocery industry is competitive, so it's important for them to establish themselves for their unique offering — high-quality groceries at budget prices.
Each Platform has Its Own Content
We can't stress this one enough, each platform essentially has its own personality and audience, so with that, we need the content to be different to adapt to that. Aldi is a great example of this! Their Facebook strategy focuses on seasonal finds and deals, their Pinterest focuses on meal prep, grocery hauls, and recipes, and their Threads and Instagram focus on pop culture, trends, and humor!
Tight-Knit Community
They have made their unique store quirks feel like an insider's exclusive — the "aisle of shame," the cart quarters, and even their own merch line. They have made an amazing community by tapping into those unique in-store quirks and making them online references memes, and even products around this. This makes their audience feel "in" on their content and want to identify more with their community!
What Brands Can Learn from Aldi
Have a personality – Your brand can't settle for boring. Aldi's playful, relatable, and funny tone connects with the audience and your brand voice can, too, you just have to find it first.
Your Differences are your biggest strengths – Don’t shy away from quirks, lean into them! Tap into your "why" and think about how you can position yourself away from your top competitors.
Create urgency – Limited-time offers, seasonal deals...that's what will draw in your audience. Who doesn't love a spring sale or "this month only" type of offer? It's great for getting people in the door, and shopping a bit more while they are there.
Do you want Aldi-level marketing strategies in your business? You don't need their marketing budget, you just need the dream marketing team.
And P.S., if you're Aldi's marketing team...we need you on the podcast ASAP. Reach out to us!
