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Hard-discount grocer Aldi has launched an online video series in collaboration with Ben Bailey, comedian and Emmy award-winning host of the TV series "Cash Cab," to put real shoppers on the spot and see how much they know about how the retailer does business.
The Batavia, Ill.-based retailer described the series as "equal parts education and entertainment" to help introduce Aldi to new customers across the United States, and in Southern California specifically, where Aldi is planning to open up to 45 new stores in 2016.
Surrounded by hidden cameras, Bailey surprised hundreds of shoppers at a Chicago-area store in late April. Bailey posed as an Aldi employee throughout the day, handing out wine and cheese samples, replenishing the produce aisle and doing price checks, all while quizzing shoppers on their Aldi "Cart Smarts." These candid moments are captured in a new video series available at lovealdi.com.
"I had a blast interacting with customers at Aldi and was amazed by how passionate they are about the savings, quality and selection of their groceries. People were quick to call out their favorite products and how much money they save each month," Bailey said. "While Aldi does things a bit differently, you grow to appreciate the quirks as you get to know the Aldi way, especially when you realize how those quirks save you money. Once you're in, you're instantly hooked."
Growth and rising demand for affordable, high-quality food
According to a new study commissioned by Aldi, 61 percent of U.S. adults said it was too difficult to eat healthy and organic on a budget, and nearly eight out of 10 respondents said they would buy fresh, high-quality and organic products if they weren't so expensive. Aldi purports to deliver these products at prices up to 50 percent less than traditional grocers, including its own exclusive brands such as SimplyNature and liveGfree that offer organic and gluten-free products.
Rising demand for lower prices and quality combined is fueling significant expansion for Aldi, which recently announced expansion plans to launch some 45 new stores in Southern California in 2016, with its first stores expected to open in March. The retailer views this expansion as an integral part of a five-year strategic plan to open 650 new stores across the nation. By the end of 2018, Aldi expects to operate nearly 2,000 stores.
"With nearly 40 years in the U.S. market, we are excited to celebrate the Aldi story and highlight our smarter shoppers by putting a fun, humorous spin on it," said Aldi Director of Public Relations Liz Ruggles. "Our vision for these videos is to drive awareness and education among new customers in a memorable way. Ben Bailey was the perfect choice to help us share that story with the California market. We're hoping these videos give people a laugh and inspire them to shop at Aldi."