• by Sarah Mahoney , Staff Writer @mahoney_sarah, April 10, 2024

Aldi has found a new way to show grocery shoppers why it’s different, with a campaign launching Aldi+, a membership program that costs nothing and includes everyone.

“Tired of other supermarkets making you pay for memberships to get low prices? Then you’ll love ALDI+,” the company says in the new social-media videos, “the only grocery store membership that costs nothing (because it doesn’t exist). All you need to get up to 40% off compared to other grocery stores is to shop at ALDI.”

The campaign takes aim at the paid memberships of such Aldi competitors as Walmart+, Target’s new Target Circle 360, Costco and Amazon, not to mention the complex gimmickry of other grocery loyalty programs.

“Never pay extra to shop. It’s an Aldi thing,” the ad says.

The company claims membership is starting at 331.9 million on day one, including the entire population of the U.S. 

“The recent influx of store memberships, where customers are forced to pay to save, isn't the Aldi way,” says Rick Hamann, executive creative director at Leo Burnett, which created the campaign, in the announcement. “We thought this moment was the perfect time to call out our intentional differences -- and simplicity -- for consumers.”

Social media posts direct shoppers to an Aldi+ homepage, which announces the membership program does not exist. People can upgrade to a “crown-jewel level” membership with perks like USDA quality meat, fresh produce, premium wine, and “all for an additional zero dollars.”

The campaign launch comes as Aldi, owned by the Germany-based Albrecht Discount, continues its rapid conquest of the U.S. The company opened 109 new U.S. locations in 2023, more than any other grocery chain, reports JLL, a retail real estate investment company. Aldi recently announced an ambitious plan to open 800 more stores in the next four years, bringing the store total to 3,200.

The company’s low-price promises are also helping it gain market share, which Euromonitor now puts at 1.4%, up from 1.3% in 2018. Progressive Grocer ranks it as the 26^th largest grocer in the U.S., putting 2023 sales at $20.56 billion.

While the limited assortment concept is still relatively niche in the U.S., it’s been especially appealing as consumers wrestle with inflation’s impact on their grocery basket. A recent report from Placer.ai, which tracks foot traffic, shows that Aldi’s visits climbed 29% year-over-year in February. February visits to Lidl, another German-based competitor with ambitious plans for the U.S., gained 9%.