ALDI Celebrates the Holidays with Swindle Season 2.0

In the latest work from “It’s an ALDI Thing.,” ALDI pokes fun at holiday woes in new cinematic spots, showing how the grocer turns seasonal shopping stress into festive cheer.

ALDI and Leo Burnett are kicking off the holiday season with a series of new spots building on last year’s “Swindle Season” work.

According to a 2024 study by Vericast, 56% of consumers feel pressured to spend more to make their holiday meals stand out, while 66% prioritize price when planning these elaborate feasts. This data underscores the growing demand among consumers to prepare an extravagant holiday meal without overspending, highlighting the role ALDI plays in offering that balance during the holiday season.

“Swindle Season 2.0” continues to poke fun at the pain points and stress of shopping at traditional grocery stores during the holidays. The creative showcases the contrast between the hassles at traditional grocery stores and the simplicity of shopping everyday low prices at ALDI, reinforcing the brand’s commitment to highlighting their intentional differences.

Similar to the original Swindle Season work, the new spots bring holiday storybook rhymes to life, casting ALDI as the hero for all holiday shopping headaches. From battling crowded stores and winding aisles to dodging sneaky price tricks, ALDI swoops in to save the day—helping people impress their guests without blowing their budget. It’s clever, relatable and proves ALDI knows how to make holiday shopping easy and affordable.

“We’ve continued to partner with ALDI to bring the ‘It’s an ALDI thing.’ campaign to consumers and extending that messaging into the upcoming holiday season with more Swindle Season brand work,” says Rick Hamman, EVP, Executive Creative Director. “Quality and price are always top of mind during the holidays, creating a natural opportunity for ALDI to highlight their commitment to a better shopping experience in a fun and engaging way.”

“The holidays are a stressful time of year and with national grocery prices still high, we brought back our Swindle Season campaign to show ALDI is still the place to shop for the best price and quality this holiday season,” said Greg Strom, Group Director of Customer Interaction at ALDI. “Whether you are trying to build a charcuterie board or make grandma’s heirloom dessert, ALDI makes it easy to get in and out of the store quickly and affordably without all the loopholes you have to jump through at other retailers to get a deal.”

The campaign will run on Linear, CTV, OLV and paid social from October 28 through the end of the year.