Aldi Süd is stepping out proudly from its role as the brand of the underprivileged. The campaign, ALDI Kids, by creative agency, Antoni, and Anorak Film director, Marleaux Desiré, doesn’t hide ALDI’s past. It acknowledges and champions it.

The campaign film is set in the late ‘80s and early ‘90s, when shopping at ALDI was a sign that the family needed to watch every penny. It came with prejudice, especially in children’s circles. The film’s two Aldi Kids feel that discrimination first-hand, but they come to wear it with pride – understanding that their parents worked out how to give them everything they needed by shopping at ALDI.

The film concludes with ALDI Süd noting, “Nowadays everyone shops at ALDI.”

Accompanying the film is a podcast series, ALDI Kids, (five episodes so far) presented by German media personality, Miriam Davoudvandi, talking with content creator, Tahsim Durgun; TV presenter and journalist, Marcel Aburakia; food blogger, Gina Marie Grimm: creator and podcast host, Xheem Morina; and comedian, Maraam Tarraf, about their personal memories and their own individual ALDI Kids stories.

Credits:

Creative Agency: Antoni
Production Company: ANORAK Film
Director: Marleaux Desiré
Executive Producer:  Christoph Petzenhauser
Producer: Ilya Medovy
Director of Photography: Norm Li
Casting: Julia Todorow
Post Production: SLGH
Editor: Nik Kohler
Colourist: Dante Pasquinelli
Sound Design & Mix: Mathieu Savenay
Music: Boca Goldwav