“Christmas sooner and cheaper than you may think” - this slogan meets two most important and apparently contradictory expectations of consumers during the Christmas season: a full Christmas table and economical shopping forced by continuously high prices. This is exactly what we have decided to promise to customers of our chain stores.
We have added lightness and humour to the campaign by introducing a surprising answer to a question frequently asked, especially by kids: “How soon is Christmas coming?”. Our promise is hidden in this answer. The question itself is also a permanent narrative element that is recurring in all our bargains and ALDI offers. Thanks to this, our Christmas communication is more coherent and is immediately associated with our brand.