F.Y.I.

ALDI releases digital hub ‘ALDIfy’, via Digitas

October 7, 2025 2:26

ALDI Australia and Digitas have rolled out “‘ALDIfy’, a digital hub for shoppers seeking recipe inspiration that is ‘breaking the internet, without breaking the bank’.”

The announcement:

ALDI Australia and digital agency Digitas Australia have launched ‘ALDIfy’, a digital hub for shoppers seeking recipe inspiration that is ‘breaking the internet, without breaking the bank’.

‘ALDIfy’ is a hub for value-conscious shoppers interested in finding trending recipes that are curated, made practical and instantly shoppable. Consumers looking for inspiration can select from a carousel of recipe cards using ALDI products, and bring these to life in-store at ALDI supermarkets and via the DoorDash app.

The ALDIfy platform and ‘Taste the Trends’ campaign was created through Publicis Groupe’s connected platform of companies and capabilities, including Digitas, Publicis’ Cultural Fluency Tool and Zenith. The ALDIfy platform, built by Digitas, leverages AI technology from Publicis’ Cultural Fluency tool which captures food moments and trends and transforms these into cultural insights. Publicis AI then transforms these insights into recipes using ALDI’s product range. The campaign’s media strategy and buying are led by Zenith.

ALDI marketing director Jenny Melhuish said “ALDIfy was born from the insight that consumers are inspired by viral recipes but struggle to translate them into reality. 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”.

“ALDIfy makes it simple to discover and plan trending meal ideas all in one place, where consumers can shop for recipes that they are seeing in their social feeds. By using AI technology to bring new recipes to life, we’re giving customers more ways to make mealtimes exciting, accessible, and budget-friendly”.

On the platform, Sarah Heitkamp, national head of strategy & CX, Digitas said “With ALDIfy, we harnessed the power of Publicis Groupe’s connected platform of capabilities in media, creative, technology and data to make mealtime easier for consumers. This enabled us to create a unique digital experience for ALDI customers using AI-driven technology”.

“It has been designed to create shareability, so the ‘Taste the trends’ campaign kicks off with an exclusive first look at ALDIfy through teaser EDMs targeting highly engaged customers who are engaged with the brand and are connected to social food trends. ALDIfy connects online inspiration and real-world accessibility for customers, simplifying the journey from scroll to shop”.

Led by Zenith’s media strategy, the full campaign then rolls out with placements across digital, OOH channels cleverly located near ALDI stores, social platforms, and amplified by ALDI’s influencer and advocate program. These ambassadors bring the concept to life, showcasing trending recipes, highlighting ALDI’s breadth of range, and driving shareability at scale.

ALDIfy is available now, via ALDIfy – Taste The Trends For Less.

Campaign 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