The Drum Awards Festival - Extended Deadline

-d -h -min -sec


By Audrey Kemp, LA Reporter

November 6, 2023 | 3 min read

“It’s the holidays and the big swindle is nigh – all the outrageous prices are priced way too high,” says Aldi’s new seasonal campaign.

Today, discount grocery retailer Aldi has unveiled its latest holiday campaign, ‘It’s Swindle Season,’ to playfully poke fun at the soaring grocery prices that often come with the festive period.

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.

Powered by AI

Explore frequently asked questions

“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.

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

Creative Creative Works Publicis Groupe

More from Creative

View all