Leo Burnett Unveils the latest “ALDI Thing” for the Holiday Season 

Leo Burnett created six festive characters as the secret behind ALDI U.S.’ 1,199 new holiday items this year.

ALDI U.S. is making sure the holidays feel special no matter what, offering over 1,199 new products to bring shoppers endless wonder and unbelievable savings. How are they doing it? With one of the many unique “ALDI things” – gnomes.  

These new characters each represent the brand’s unique qualities – from Brian ‘The Low-Price Duster’ who sprinkles his ‘low price dust’ all over the store, to Mabel with ‘Global Imports’ expert who ensures that only the very best overseas items make it on our shelves, and Sam ‘The Quality Control’ gnome who manages all quality checks to make sure only the best products make it to the shelf. 

The brand’s launch of its new tagline “It’s an ALDI Thing” earlier this year fortified its position as a refreshingly different grocery store experience. The latest omni-channel campaign comes to life via linear TV, online videos, social, radio, print and more.  