Aldi deems the holidays ‘Swindle Season’ for shoppers

The hero spot’s narration, delivered in a rhyme scheme reminiscent of ‘Twas the Night Before Christmas,’ gently teases the common woes faced by shoppers during this time of year. Swindle Season, developed in partnership with Leo Burnett, comprises four spots in total.

“Our stores have only what shoppers need and nothing they don’t, which is especially helpful during the holiday shopping season,” commented Greg Strom, group director of customer interaction at Aldi US. “Our simple approach to retail takes the guesswork out of shopping and saves our customers time and money. That means they can get in, get out and get on with the things that matter most to them.”

The work arrives just in time as Thanksgiving becomes the most popular food shopping holiday for 88% of consumers, per Aldi’s internal data. It also marks the latest from ‘It’s an Aldi Thing,’ a campaign introduced late last year that reinforces the notion that Aldi does things a little differently than its competitors.

“Holiday shopping is awful enough to make anybody snap and Aldi was brave enough to take that comedic premise to delightful extremes,” added Rick Hamann, executive vice-president and executive creative director at Leo Burnett. “The holidays are filled with sweet, saccharine commercials featuring perfect kids, smiling grandmas and talking reindeer. We thought, ’What if we zigged against the faux happiness of the season and showed the insanity?’”

The campaign will run throughout the holiday season across TV, radio, online and YouTube.

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