Discounter in the advertising dispute: renewed separation between Aldi Nord and Aldi Süd

Created: 01/03/2023 11:37 am

By: Isabelle Jentzsch

There is a crisis in the joint campaign by Aldi Süd and Aldi Nord.

(Iconic image) © Imago Images/Future Image/Christoph Hardt

Aldi Nord and Aldi Süd have found each other again in recent years.

Now the companies are going their separate ways again - because they cannot agree on a common advertising strategy.

Essen – The brothers Karl and Theo Albrecht once decided to divide the family business Albrecht KG into Aldi Nord and Aldi Süd.

But a few years ago, the companies found each other again.

In addition to standardizing its own brands, the discounter recently also relied on a joint advertising strategy.

But this strategy is now over for the time being.

The two discounters have decided to align their advertising differently in January.

The reason for this is a difference of opinion about the best focus of advertising after the inflation shock of recent months,

reports

Aldi Nord and Aldi Süd: advertising campaign ensures separation

Aldi Nord wants to put the advertising focus more on price at the beginning of the new year, while Aldi Süd wants to focus on the so-called "veganuary".

With the slogan "You can afford it with Aldi", Aldi Nord wants to make it clear to its customers that they can still rely on quality at the best possible price in 2023, explains the company's head of marketing.

According to a company spokeswoman, Aldi Süd will also use the campaign and its television spots.

In the new advertising strategy, Aldi Süd also focuses on the offer and the price, but initially emphasizes the "veganuary".

The word fusion of "vegan" and "January" stands for a campaign by vegan activists to encourage other people to give up animal products for a month.

The appropriate slogan from Aldi Süd is: "Conscious nutrition - just without the hype." As

reports, the campaign should initially run for six weeks, after which they also want to focus more on the price.

Aldi: Managers cannot agree on a uniform strategy

The sister company Aldi Nord wants to reach younger customers in particular with another campaign.

The mainly digitally played out advertising under the slogan "Consciously Price-Conscious" should also take up the "Veganuary", but with a greater focus on the prices.

The reason why the companies are initially going separate advertising paths in the new year is that the managers of Aldi Süd and Aldi Nord could not agree on a uniform strategy, the companies explain

to

But not only at Aldi there will be some strategy changes in 2023.

In other supermarkets and discounters, too, consumers have to adapt to changes.

(ij)