Elevate Campaign | ALDI (Secure)
Secure Feeling "ALDI-Extra" celebrated the joy of elevating everyday meals with premium ingredients at ALDI prices.
Quality groceries at the lowest prices can be a tough sell for foodies and skeptics, so we met them with humor—leaning into gourmet culture and the satisfaction of getting elevated groceries for less.
As Associate Creative Director, Art, I partnered with Leo through Publicis Groupe's Power of One model to lead the campaign's digital creative. I led creative across OLV (:30, :15, :06) and 12 net-new social assets, developing a flexible content system that maximized a lean production and delivered platform-specific creative built specifically for digital audiences.
Visually, we contrasted macro beauty shots of food with the reality of everyday kitchen life. That tension elevated the product while keeping the work approachable, social-first, and authentic to the platform. Camera angles and copy also nodded to "yes, chef" culture, reinforcing the campaign's premium yet accessible tone.
OLV/CTV :30 :15 & :06s and Social :06s
Agency: Digitas | ACD: Maria Lewis-Collins | W: Melissa Orr
ALDI Elevate Campaign :15
ALDI Elevate Campaign :15
ALDI Elevate Campaign :06
ALDI Elevate Campaign :06
Paid Social Creative Direction
Every asset had to work harder. I developed a scalable content system that captured each recipe in multiple ways, allowing us to create 12 net-new social assets without sacrificing quality or craft.
To ensure the work felt native to the platform, we developed two trend-inspired creative approaches. Closed Caption transformed native captions into a storytelling device, adding personality and a more playful, maverick tone of voice. How I Came In / Left the Kitchen adapted a familiar social transformation trend to celebrate the elevated feeling of cooking with ALDI ingredients.
Each approach shared the campaign's premium visual language while introducing its own executional style, allowing the content to feel culturally relevant, platform-native, and unmistakably ALDI.
Creative Deck Secure section at a glance
