Aldi Celebrates 'German Week'
Aldi is indirectly tying in to Oktoberfest by declaring a "German Week" and stocking various German-imported SKUs.
Imported items include private-label Deutsche Kuche cheese spaetzle, Bavarian soft pretzels, reiberdatschi potato sticks, amaretto liqueur cake, sparkling apple juice and doppelino chocolate sandwich biscuits. Available through Sept. 11, the aforementioned items are stocked on shelf trays positioned at front entrances, within the aisles and on multiple endcaps.
A full-page feature within the retailer’s current “Aldi Insider” circular touts the imported SKUs, positioning them as “Aldi Finds.” Employing a “Prost!” (German for “cheers!”) message, a carousel ad within aldi.us directs users to a page within the retailer’s website that lists about 30 German items, mostly from Deutsche Kuche.
The German hard discounter stages German Week periodically throughout the year, stocking similar items. The retailer is also embracing its German roots by sharing recipes on aldi.us for Oktoberfest, a beer-drinking festival held in Munich.