ALDI Ireland Launches New Brand Platform Focused on Simplicity

In a grocery landscape that has become increasingly crowded—and often confusing for consumers—ALDI’s latest campaign aims to cut through the noise. Developed with creative agency Pablo, and supported by Image Now, Custodian, Core, Legacy Communications and FINN Partners, the platform focuses on a straightforward message: shopping for good quality food at fair prices shouldn’t require mental gymnastics. 

To bring the idea to life, ALDI has released a new television advert that pokes fun at the sometimes overwhelming nature of modern grocery shopping. The spot takes a lighthearted look at how a simple purchase—like a tin of tomatoes—can become unnecessarily complicated through excessive packaging, complex offers, or unclear value. 

While the humour drives the narrative, the broader campaign reiterates ALDI’s ongoing commitment to simplicity, transparency, and the Irish supply base. The retailer highlighted its work with more than 330 Irish suppliers, noting that its focus remains on investing in products and supporting the availability of award‑winning Irish goods at competitive prices. 

The nationwide rollout positions the new platform as a long-term statement of intent: despite a shifting market, ALDI says its approach remains grounded in uncomplicated, honest value. 

For PR professionals, the campaign offers an interesting look at how a major retailer is responding to consumer fatigue around choice overload and pricing complexity—choosing instead to re-centre its brand around clarity and everyday ease.