ALDI: 6th birthday, 4 brand ambassadors

ALDI Hungary has 95 stores and employs more than 1,400 people. The company is preparing for its 6th birthday and after last year’s successful campaign they once again decided to recruit housewives for communication duties.

There is a twist, though: this year men were also given the chance to become ALDI’s ambassadors! Last year 1,500 housewives applied for the position but in 2014 there were more than 30,000 applicants. This year ALDI’s work was honoured with the Superbrands recognition. ALDI Hungary managing director Tibor Székács told us that the company’s new slogan ‘Better. Smarter.’ summarises the retail chains’ advantages really well: rapid checkout, high-quality products and a unique money-back guarantee. The discounter started its store refurbishment programme in the autumn of 2013 and fresh baked goods are already available in 22 stores; plan is that by the end of the year 75 percent of stores will have bakeries. Reacting to consumer demand, since last year many products have been available in ALDI stores for those who have to follow a special diet: diabetic, low-calorie, low-sugar and low-fat products, organic products, lactose-free dairy products and gluten-free baked goods and pastas can now be found constantly in ALDI stores.