ALDI opens up

In this brilliantly tongue-in-cheek spot created by BMF through FINCH, the German supermarket confesses that they know you will think about other shops from time to time - you might even make a purchase - and they’re okay with that. 

The campaign sees a customer examining her shopping list at an Aldi checkout. Bread? Yes. Eggs? Yep. Milk? You bet. But…smoked herring paste? A wave of guilt washes over her, as she realises she’ll have to look for that somewhere else. 

Slow piano music plays and rain starts to fall inside the supermarket, whilst the cashier forlornly reassures her that it's okay. He knows he can’t give her everything she needs. Soaked through, she exclaims that Aldi will always be her first... shop. 

The relatable initiative cleverly reminds customers that, yes, you might need to pop to another store for some specialty ingredients, but you will still save a lot of money by doing the majority of your food shop with them.