ALDI isn't like other grocery stores. they're the rebel in the room, blazing a trail all their own with private-label brands, a 25¢ cart rental system, and -- oh, yeah -- seriously low prices. 

they stand out. so their social content needed to, too. we put together a social playbook that shows ALDI newbies what makes them different, teaches loyalists about new products and invites everyone to share in the ALDI love.

and we had some fun. because food should always be fun.

copywriting: ellen waddell // art direction: nicky mazur