ALDI Partners with Popular TV Host Ben Bailey

Aldi Ben BialeyLast month Batavia, Illinois based discount grocer ALDI launched an online video series in collaboration with Ben Bailey, popular comedian and Emmy award-winning host of the hit series “Cash Cab,” to put real shoppers on the spot and see how much they know about what makes ALDI, ALDI and of course highlight their ever present private brand. The series is equal parts education and entertainment to help introduce ALDI to new customers across the US and in Southern California specifically, where ALDI is planning to open approximately 45 new stores in 2016.

Surrounded by hidden cameras, Bailey surprised hundreds of shoppers at a Chicagoland store in late April. Bailey posed as an ALDI employee throughout the day, handing out wine and cheese samples, replenishing the produce aisle and doing price checks, all while quizzing shoppers on their ALDI Cart Smarts. These entertaining and candid moments are captured in a new video series available at

“I had a blast interacting with customers at ALDI and was amazed by how passionate they are about the savings, quality and selection of their groceries. People were quick to call out their favorite products and how much money they save each month,” said Ben Bailey. “While ALDI does things a bit differently, you grow to appreciate the quirks as you get to know the ALDI way, especially when you realize how those quirks save you money. Once you’re in, you’re instantly hooked.”

Growth and Rising Demand for High Quality and Affordable Food
According to a new study commissioned by ALDI, 61% of US adults said it was too difficult to eat healthy and organic on a budget, and nearly eight out of ten respondents said they would buy fresh, high quality and organic products if it wasn’t so expensive. At ALDI, shoppers can find great prices on fresh, high quality products, including organic items, for up to 50% less than traditional grocers. This includes more than 70 varieties of fresh fruits and vegetables, high quality USDA Choice cuts of meat, and ALDI private brands such as SimplyNature and liveGfree that offer organic and gluten-free products, making healthy living simple and affordable.

“With nearly 40 years in the US market, we are excited to celebrate the ALDI story and highlight our smarter shoppers by putting a fun, humorous spin on it,” said ALDI Director of Public Relations Liz Ruggles. “Our vision for these videos is to drive awareness and education among new customers in a memorable way. Ben Bailey was the perfect choice to help us share that story with the California market. We’re hoping these videos give people a laugh and inspire them to shop at ALDI.”

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.