INSIGHT
Germany’s cultural identity is shaped by generations of migrant families. For decades, ALDI SÜD has been a silent constant in their everyday lives – from shared meals to trips abroad with suitcases full of ALDI Nussknacker Chocolate. Yet, this connection had never been acknowledged by the brand.
At a time when inclusion, belonging, and national identity are being redefined, it was time to tell the stories behind the shopping baskets – and shine a light on the quiet loyalty of a community that helped shape ALDI, too.
IDEA
This ALDIstory campaign puts migrant voices front and center. It celebrates one personal tradition – a Turkish family bringing ALDI Nussknacker Chocolate back to relatives abroad – and reframes it as a universal act of love and cultural pride.
Through emotional storytelling, it highlights ALDI not just as a supermarket, but as a bridge between cultures, generations, and identities.
One true family’s story becomes a mirror for millions – and a long-overdue thank you to a community often overlooked.
SUCCESS STORIES
The campaign quickly became a cultural talking point – generating over 2.5 million engagements and 55 million impressions.
From heartfelt social comments to media coverage across Turkish and German outlets, the story sparked a wave of recognition and emotional connection. Users shared their own rituals, memories, and family historie