Conscious nutrition. Just without the hype.
Rebranding, Creative Direction
ALDI SÜD
antoni_99
Fabian Rößler, Kirsten Frenz, Max fehlauer, nicoletta Gerhardt, Maria Rojo
ALDI SÜD’s products were often better than people expected. The challenge was perception. Especially among younger audiences shaped by wellness culture, food trends, and constant health messaging online. Instead of competing with that world, the campaign approached it with humor and self-awareness.
Challenge
The goal was to make healthy nutrition feel relevant for younger audiences without sounding like a brand trying too hard to participate in internet culture. The communication needed to feel native to social platforms while still working within a larger campaign system.
Approach
The campaign was designed social-first from the beginning. Humor, platform-native formats, and a deliberately self-aware tone helped contrast exaggerated nutrition trends with ALDI SÜD’s more grounded attitude.
Rather than positioning the brand as an authority, the content focused on recognizable online behavior and everyday situations. The system scaled from social media into OOH and digital placements while keeping the same pace, tone, and visual energy across formats.
My Role
Concept development and campaign design. Responsible for the full social content production process including art direction, asset creation, moving image, post-production, and grading supervision.
Impact
The campaign achieved above-average engagement with younger audiences and created a flexible framework for reactive and creator-led content beyond the initial launch. The system continued to evolve across social formats rather than functioning as a one-time campaign execution.
