Aldi, the German discount supermarket chain, is moving into Italy big time, and has reached out to its namesakes to promote the store and its Italian-sourced products. It’s hired five couples named Aldi as brand ambassadors.
The five couples, picked from hundreds appear in commercials and in videos in which they talk about and use Aldi foods. For Italy, about 75% of the products are locally-sourced; the company wants to build a positive brand image and leave behind images of its old reputation for lower-quality house brand foods.
Ironically, Aldi’s name has nothing to do with the Italian Aldis; it’s origin is in ALbrecht DIskonto, the company’s original name, taken from the two brothers who founded it. The company operates in much of Europe, as well as the U.S., where it also operates Trader Joe’s.
