Quick Answer
ALDI’s “It’s Not Complicated” campaign enters its second phase with bold, cheeky OOH placements that reinforce the brand’s promise of high quality at low prices.
From launch to louder presence
Building on the initial campaign rollout in January, ALDI’s second phase shifts focus to high-impact out-of-home executions designed to live confidently in public space. The work brings ALDI’s cheeky, no-nonsense tone of voice to life through bold messaging and clear visual hierarchy.
Rather than adding layers of explanation, the campaign strips everything back — mirroring the brand’s own operating model.
OOH that cuts through retail clutter
The OOH placements are tactically deployed to maximize visibility and relevance, using formats such as roadside OOH and digivans. Each execution reinforces ALDI’s core belief: quality and value don’t need marketing gymnastics.
In a retail category often dominated by noise, offers, and complexity, ALDI’s work stands out precisely because of what it removes.
Simplicity as a strategic advantage
Gareth Mercer, CEO at Pablo, frames the campaign as a reflection of ALDI’s broader philosophy:
“This is the second wave of examples of how Aldi is laser focused on how they help us all achieve the good life. Stripping back the things that add cost and complications to give us the very best value.”
Rather than positioning simplicity as minimalism, the campaign presents it as an intentional, disciplined choice — one that benefits customers directly.
A brand response to an overcrowded market
Louise Cassidy, Customer Interaction Director at ALDI Ireland, highlights the relevance of the campaign in today’s retail environment:
“At ALDI, simplicity is at the heart of our model: offering high-quality food at the most affordable prices. In a retail landscape that’s becoming louder, more complex, and overcrowded, we respond by cutting through the clutter.”
This positioning reframes ALDI’s value proposition not as a compromise, but as clarity in a category full of distractions.
Why the OOH works
The campaign demonstrates how OOH can reinforce brand strategy, not just promote price points:
Clear, confident messaging with no over-explanation
Cheeky tone that aligns with brand personality
Tactical placement for maximum cut-through
Consistency between business model and creative expression
By letting simplicity speak for itself, ALDI proves that strong brand thinking doesn’t need to shout — it just needs to be unmistakably clear.
Summary
Following its launch on January 19, ALDI’s “It’s Not Complicated” campaign evolves into a confident out-of-home phase. With tactically placed, punchy creative developed by Pablo, the brand cuts through retail noise.
Sources
FAQs
When did the second phase of the campaign launch?
Following the initial launch on January 19, the OOH phase marks the next stage of the campaign.
Who created the campaign?
The campaign was developed by Pablo in partnership with ALDI.
What is the main message of “It’s Not Complicated”?
That high-quality products at great value can be achieved through simplicity, without unnecessary cost or complexity.
FAQs about this campaign
When did the second phase of the campaign launch?
Following the initial launch on January 19, the OOH phase marks the next stage of the campaign.
Who created the campaign?
The campaign was developed by Pablo in partnership with ALDI.
What is the main message of “It’s Not Complicated”?
That high-quality products at great value can be achieved through simplicity, without unnecessary cost or complexity.
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