ALDI Nord just kicked off a new campaign that kinda feels like flipping through an old photo album — except it’s all about prices and private labels.
It’s called “Then and Now” and started rolling out on October 20, 2025. The whole thing digs into the company’s past, showing old 1970s ads to remind people that the whole idea of good prices and reliable products wasn’t a marketing trick — it’s just how ALDI has always done things.
They’re putting the spotlight on two classics: RIVER Cola and TANDIL.
RIVER first showed up in 1974 — cheap, simple, and quickly became a bit of a cult favorite.
TANDIL came before that, in 1968, and was actually ALDI’s first-ever private label. Back then, Stiftung Warentest gave it a “Good” rating for quality and price, which was kinda a big deal at the time.
Half a century later, both names are still around. The new campaign links those early days with what’s on shelves today — the same idea of no fuss, no drama, just decent stuff for a fair price.
It’s not just a TV thing either. ALDI Nord’s doing it across print, radio, social, everything. The tone’s warm, a bit nostalgic, but still grounded in what makes the brand tick — price leadership, plain talk, and trust.
Since 1913, that’s been the line: keep it simple, keep it fair, and don’t lose sight of what shoppers actually need.
