ALDI turns viral food trends into shoppable moments

ALDI Australia has teamed up with Digitas Australia to launch ALDIfy, a new digital platform designed to help shoppers turn viral food trends into real-world meals - without breaking the bank.

The hub, which went live this week, curates trending recipes from social media and transforms them into practical, instantly shoppable meal ideas using ALDI products. Customers can browse recipe cards, plan meals, and shop ingredients in-store or via DoorDash.

“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,” said Jenny Melhuish, ALDI’s marketing director. “ALDIfy makes it simple to discover and plan trending meal ideas all in one place.”

The platform is powered by Publicis Groupe’s connected capabilities, including Digitas, Zenith, and Publicis’ Cultural Fluency Tool - an AI engine that identifies emerging food trends and translates them into culturally relevant recipes using ALDI’s product range.

From scroll to shop

Sarah Heitkamp, national head of strategy and CX at Digitas, said the goal was to simplify the journey from “scroll to shop” while creating a shareable experience for ALDI’s digitally engaged audience.

“ALDIfy connects online inspiration and real-world accessibility for customers,” she said. “It’s designed to make mealtime easier, more exciting, and more social.”

The campaign kicks off with teaser EDMs targeting ALDI’s most engaged customers, followed by a broader rollout across digital, social, and out-of-home channels - including placements near ALDI stores. Influencers and brand advocates will showcase recipes and drive shareability at scale.
Zenith leads the media strategy, while Digitas built the platform experience and recipe engine.

By blending AI, cultural insight, and retail convenience, ALDI is positioning itself at the intersection of food culture and value - turning viral trends into everyday meals that are easy to shop and easy to share.