ALDI wanted to connect with Spanish-speaking shoppers in Los Angeles through work that felt entertaining, culturally relevant, and true to the brand’s promise of quality and value.
we developed two broadcast concepts rooted in familiar Latin cultural references, using humor as the entry point rather than simply translating a general-market message.
CONCEPT 1: TALKSHOW
Turning the ALDI aisle into prime-time entertainment
Inspired by the larger-than-life energy of Spanish-language variety television, an exuberant host transforms ALDI into his own show interviewing shoppers and turning everyday product discoveries into entertainment.
The familiar format makes quality and value part of the fun rather than the sales pitch.
CONCEPT 2: CHANCLA
The ultimate quality check
A mother inspects her son’s ALDI grocery haul with the ultimate symbol of Latino accountability close at hand: la chancla. As each purchase passes inspection, a familiar family dynamic becomes a playful way to demonstrate ALDI’s quality and value.
Culture as the starting point
Both concepts began with the same principle: culturally relevant work goes beyond translation. By building each idea around familiar references, humor became a natural way to communicate ALDI’s quality and value to a Spanish-speaking audience.
