Aldi Teases

The Lempert Report
August 24, 2022

Phil: Sally Aldi, you know, is one of my favorite stores. I, I make no excuses for that. And it looks like, you know, all these have gone on social media to talk about some of the new limited time products. They call 'em all these fines that we're gonna see this fall. What are some of them?

Sally:Well, pumpkin spice, you know, is always a huge hit and everyone has that. So, they do have a pumpkin cheesecake drizzled, caramel corn, which sounds really great. They've got a pumpkin.

Phil: Wait, wait, wait, wait. Pumpkin cheesecake, drizzled caramel corn. You think that sounds great?

Sally: It does, to me, I really like the sound of that. It sounds very fall.

Phil: Yeah, but okay. I'll give you that one, but I like pumpkin cheesecake. I like caramel corn, but put 'em together. I don't know. I dunno.

Sally:Well, how do you feel about pumpkin Chipotle pasta sauce?

Phil: Horrible.

Sally: Ha!

Phil: Horrible. We have... I like pumpkin pie. I like pumpkin ravioli but I think we've gotten carried away with all the pumpkin spice stuff.

Sally: Okay. Okay. Well, so they're not just doing pumpkins they're they're not leaving out apples, which are a seasonal fruit. They've got organic apple cinnamon, coconut clusters. And, you know, last week we talked about the cereal candles. So I thought you might be interested to know that they are also promoting a cinnamon latte candle.

Phil: I don't know. I just think that people's homes must really smell bad if you've gotta buy a cinnamon latte candle I mean, but whatever, let's keep on going. They also have milk chocolate peanut butter cups that are supposed to be better than Reese's peanut butter cups, because it has more filling inside of it. The cups themselves are taller and skinnier. Um, also what I really do like is they have 30% of the ingredients in this milk chocolate peanut butter cup are labeled as fair trade certified. So it's the cocoa butter, the chocolate liquer and vanilla extract that has it. And then, you know, I mean the list goes on and on, on their website and on Twitter and on Facebook and that's the way they're getting their messages out there. So you took a look at their Twitter, their Facebook. What did you find?

Sally: I did because it's so interesting, the way that Aldi, and we've talked about it before, how they have such a social media subculture of shoppers. We've previously talked about the Aldi aisle of shame Facebook group that is really popular. But what was interesting to me and I think, you know, this is something for retailers and brands maybe to take a look at is that their Twitter following is 107,000 people, but they only got 14 likes on their Aldi finds post. However, on Facebook they have 2.8 million followers and they got 1500 likes, 380 comments and 144 shares. So what do you think Phil are the shoppers talking about the foods they wanna buy on Facebook instead of Twitter?

Phil: You know, I, I think so. And to your point, when we discussed this earlier, I think that Facebook in this case is a lot more personal than Twitter. So people, you know, can talk about what they found, what they like, what they didn't like and on Twitter, you know, it's just getting that message out there. And also Facebook skews older. Znd so what's interesting to me is Aldi doesn't necessarily skew older from an audience standpoint. They actually are millennials and generation Z, love Aldis. So, you know it's really interesting and retailers should be looking at this and deciding how they can use social media to get the kind of buzz that Aldi gets.

Sally: Yes, it's hard to decode social media these days because it's constantly evolving. It feels like, and like you were talking about different age groups are on different platforms, but I just thought that was so interesting that the Aldi fans are apparently on Facebook.

Phil: Yeah, me too.