ALDI launches 'ALDIfy' platform with Publicis Groupe Australia

ALDI Australia has launched 'ALDIfy', an AI-driven digital hub that curates viral recipes and makes them instantly shoppable in-store at ALDI. The platform was created in partnership with Digitas Australia and Publicis' Cultural Fluency Tool, and is supported by a 'Taste the trends' campaign with media strategy led by Zenith.

‘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.

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... 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."

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”.

Read more about the work here.