Because life is getting more expensive, ALDI is becoming even cheaper: Serviceplan and ALDI kick off 2025 with a powerful campaign

New year, new challenge: ALDI is starting 2025 with a bold message delivered through a creative campaign by Serviceplan. With price reductions on over 100 private-label products, the discounter reinforces its position as Belgium’s smart shopping partner, declaring: Because life is getting more expensive, ALDI is becoming even cheaper.

Addressing the top concerns of Belgians

January brings rising prices, bills, and inflation, challenges that affect everyone. In this context, a survey conducted by iVOX for ALDI reveals that 75% of Belgians are concerned about their purchasing power. ALDI is responding with a concrete solution: sustainable price cuts on essential products, reaffirming its mission to make life more affordable.

“We are lowering the prices of more than 100 products,” explains Natalie Duthoy, Managing Director of Procurement at ALDI Belgium. “This includes a wide range of quality household brands our customers use daily, such as dairy products, cheese, water, pasta, personal care items, and more. We know consumers are particularly looking for lower prices in these categories.”

And that’s not all. ALDI is also stepping up its promotion strategy by focusing more on 1+1 deals and other volume discounts. “Promotions are clearly very important to Belgian consumers, as our survey confirms. At ALDI, we listen to our customers and will be offering more volume-based promotions, such as 1+1 deals,” adds Natalie Duthoy. “Combined with our low-cost private-label products, this is how we’ll keep Belgian shopping carts affordable in 2025.”

Realistic yet light-hearted messaging

The campaign strikes a balance between being relatable and optimistic, targeting consumers at key moments when budget concerns are top of mind: at the gas station, while opening bills, in bars and restaurants, and of course, at the supermarket.

Focus on essential products

The price reductions apply to a wide range of products identified by ALDI as price-sensitive for consumers. This includes dry goods, frozen foods, ready-made meals, as well as shampoo, batteries, cleaning products, and other everyday essentials. By making these key items accessible to everyone, ALDI reinforces its commitment to listening to its customers and offering unbeatable value for money.

A multichannel campaign

To maximize its impact, the campaign, orchestrated by Serviceplan in collaboration with Wavemaker and BOA, launches on January 9 and spans multiple channels to deliver the right message at the right time. The rollout includes DOOH and OOH at gas stations and public spaces, social media, print ads, POS materials, TV, radio, and digital platforms.