What happens when grocery shopping turns into a loyalty-program obstacle course?
You shine a light on the madness—and invent a rival that embodies it.


This campaign introduced Supermarkup, a fictional grocery store where confusing apps, one-day sales, and performative savings reign supreme. By holding up a mirror to the tactics shoppers are fed every day, ALDI positioned itself as the clear alternative: no games, no gimmicks...  just everyday low prices that don’t make you jump through hoops.
Big grocery’s dirty little secrets? We aired them out on TikTok.

“ALDI Exposes” was a social-first series that pulled the curtain back on all the shady stuff shoppers have gotten used to: fake sales, loyalty program gymnastics, and apps that promise deals but deliver digital drama.
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