Aldi Little Journey Stars on TV

Discount grocer Aldi continues its successful private brand compare and save TV campaign with a humorous commercial highlighting their baby brand Little Journey.

A toddler’s mother sets out children’s’ yogurt bites from competing brands while searching for her phone in her purse. Although she likes the bites from both Gerber Graduates and ALDI Little Journey, the ALDI private brand is available for cheaper. When the woman finally finds her buzzing phone, she misses a call from her mother-in-law, which she isn’t too unhappy to avoid. ALDI highlights its Little Journey baby essentials and says even if you like two brands, you’ll love its price.

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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.