Many people assume that because ALDI is a discount grocery store, they won’t find fresh produce or a limited selection. To prove such naysayers wrong, we leaned on our ALDI fans to take their friends to switch. Knowing that this is an impossible story to recite in the digital space, we pulled our best quotes from newly converted fans and brought them to life in a fun, visually arresting way. Paying homage to Rube Goldberg, all of our machines are practically made. The sets were designed to be interchangeable, so we could tailor our messaging from local markets, like Texas, all the way to a national level.