ALDI Australia has partnered with Digitas Australia to launch ALDIfy, a new digital hub that turns viral food trends into shoppable recipes using ALDI products.
The platform brings together social media-inspired dishes and makes them practical for everyday shoppers. Users can browse trending recipe cards, add ingredients directly to their shopping list, and bring them to life in-store or via the DoorDash app.
The ALDIfy platform and accompanying Taste the Trends campaign were developed through Publicis Groupe’s connected network, led by Digitas and supported by Zenith. The technology uses Publicis’ Cultural Fluency Tool, which identifies emerging food trends online and converts them into culturally relevant recipes featuring ALDI’s range.
Jenny Melhuish, ALDI Marketing Director, said the idea came from consumers’ love of viral food content but difficulty recreating it in real life. “Every week there’s a new food trend lighting up social feeds, but for most people they’re hard to follow and even harder to shop for,” she said. “ALDIfy makes it simple to discover and plan trending meal ideas all in one place.”
Sarah Heitkamp, National Head of Strategy & CX at Digitas, said: “With ALDIfy, we harnessed Publicis Groupe’s connected platform in media, creative, technology and data to make mealtime easier for consumers. It connects online inspiration and real-world accessibility, simplifying the journey from scroll to shop.”
The campaign launches with teaser EDMs targeting socially engaged ALDI shoppers before expanding across digital and out-of-home placements located near ALDI stores. Social amplification and influencer partnerships will bring the recipes to life, showcasing ALDI’s range and driving shareability at scale.
ALDIfy is live now via ALDIfy – Taste the Trends for Less.
Credits:
Digitas
Davy Rennie – Chief Executive Officer
Millie Menage – Chief Client Partner
Sarah Heitkamp – National Head of CX & Strategy
Jade Skinner – Head of Delivery
Natalia Bouropoulos – Senior Business Director
Daniela Gillis – Senior Digital Producer
Claudia Buda – Digital Producer
Penelope Kendall – Project Director
Maarten Kleinsma – Creative Director
Nicholas Duron – Associate Creative Director
Severine Flamand – Associate Creative Director
Lilly Rae – Copywriter
Simon Brock – Executive Creative Director
Martin Holley – Creative Technologist
Srihari Srinivasan – eCommerce Technical Business Analyst / Solutions Architect
Anna Tsud – Senior Frontend Developer
James Hung – Associate Director of Technology
Cong Chu – Email Marketing Specialist
Thao Pham – Digital Designer
Publicis
Maurice Riley – Chief Data Officer
Abbie Price – Data Scientist
Zenith
Jonny Cordony – Managing Director
Ewan Mitchell – Client Partner
Katherine Titley – Group Investment Director
Alice Sinclair – Business Director
Nicola Carnevale – Account Manager
PXP
Kiki Launder – Creative Technology Director
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