• by Tanya Gazdik , July 15, 2015

Aldi is launching an online video series in collaboration with comedian Ben Bailey.

The videos show real shoppers being put on the spot and see how much they know about what makes Aldi unique.

The series aims to be equal parts education and entertainment to help introduce Aldi to new customers across the U.S., especially in Southern California, where the grocer is planning to open 45 new stores in 2016 starting in March.

Surrounded by hidden cameras, Bailey surprised hundreds of shoppers at a Chicagoland 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. The candid moments are captured in a new video series available at loveAldi.com.

According to a new study commissioned by Aldi, 61% of U.S. adults said it was too difficult to eat healthy and organic on a budget, and nearly 8 out of 10 respondents said they would buy fresh, high-quality and organic products if it wasn't so expensive. Aldi offers items for up to 50% less than traditional grocers.

The Aldi expansion to California is an integral part of a five-year strategic plan to open 650 new stores across the nation. By the end of 2018, the grocer expects to operate nearly 2,000 stores, reaching 45 million customers each month.

The video series is being highlighted on the brand’s social media, including Facebook, YouTube, Twitter, Pinterest and the ALDI Simply Smarter Living Blog.