Aldi Invites Shopper’s to ‘Shop Differentli’

Rapidly expanding discount grocer Aldi is once again exhibiting its offbeat sense of humor in a TV campaign. The new “Shop Differentli” campaign parodies the concern people have about things they love: The first spot shows a mother explaining to her son how Aldi selects only the very best olives for its olive oil before we realize she’s got a full-grown man trapped in a child seat of a shopping cart.

The spot is the first in the new national advertising campaign which includes 30- and 15-second commercials, as well as online video and social media advertising and print. Leo Burnett is the agency.


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Christopher Durham
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.