Observed Signal · Sep 21, 2026 · Campaign Launch · Source: Horizont · Impact: 1/5 · Sentiment: Positive
Aldi Süd Launches Emotional Multi-Generational Brand Campaign
Aldi Süd expands its 'Günstig ohne Bonus-App' campaign with a new emotional brand campaign titled 'Gutes für alle.' The campaign, developed by lead agency Antoni99, tells the story of a loyal customer from childhood to adulthood, emphasizing the discounter's role as a lifelong companion. The TV spot, produced by Anorak and featuring the song 'Daheim,' will run on addressable and connected TV, complemented by out-of-home, radio, and display advertising, as well as in-store and owned channel activations. The campaign promotes Aldi Süd's private labels including Bio, Milsani, Cucina, and Choceur, reinforcing the brand promise of quality at the best price without a bonus app. Christian Göbel, Deputy Managing Director Marketing & Communication at Aldi Süd, highlights their commitment to supporting customers in affording a good life.
Consumer brand campaign launch; relevance is limited to the advertiser's marketing activities, not a significant industry shift.
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Key Takeaways & Evidence Grounding
- Aldi Süd launched a new brand campaign called 'Gutes für alle' (Good for all).
- The campaign was developed by lead agency Antoni99 and produced by Anorak.
- The TV spot will be aired on addressable and connected TV.
- The campaign promotes Aldi Süd's private labels including Bio, Milsani, Cucina, and Choceur.
- The campaign includes out-of-home, radio, display, point-of-sale, and owned channel activations.
Connected Companies & Entities
1 Entity mapped“Aldi Süd starts a new brand campaign and positions itself as a lifelong companion....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Aldi Süd launches 'Cheap Without Bonus-App' campaign
Aldi Süd has launched a nationwide marketing campaign titled "Einfach Einkaufen" with the slogan "Günstig ohne Bonus-App", positioning itself against supermarket bonus/discount apps. The creative work was developed by lead agency Antoni99, with media planning and buying handled by Zenith (Publicis Media). The campaign includes eight TV and online films, radio spots, outdoor and digital OOH, social media, display ads, handbills and point-of-sale materials and will run across July and August. Aldi Süd says it offers low prices for everyone and considers app-only discounts and the added complexity they create unnecessary. The article also notes consumer-protection analyses (vzbv) that estimate real savings from such apps at roughly 0.75–2.29% and ongoing—but so far partially unsuccessful—legal scrutiny of app-based extra discounts.
Aldi launches campaign against loyalty apps
Aldi Nord and Aldi Süd have launched a joint advertising campaign in their home market that positions the discounters against customer loyalty apps. One core message of the campaign is that different prices do not fit Aldi’s DNA. The campaign is presented jointly by the two Aldi divisions and was reported by Lebensmittelzeitung on 2026-07-20 (author: Denise Klug).
Aldi Suisse Reuses 2021 Creative for Price Campaign
Aldi Suisse launched a new image campaign centered on the claim “Wie macht Aldi das nur?” featuring people in a pondering pose to highlight the discounter’s strategy: permanent low prices, an affordable organic range, and more than 700 price reductions since the start of the year. Each motif is accompanied by a three-point promise: no app, no points, no fuss. The article notes the claim and visual motifs were first developed in 2021 by Zurich agency Inhalt und Form for an employer campaign; that earlier use — which showed people in competitor uniforms — drew critical reactions. Aldi Suisse’s media office states the current campaign is an in-house creation. Published by persoenlich.com on 2026-06-25.
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