dpDive Brief:
- Aldi announced on Monday the launch of Aldi Blind Box, a weeklong offering that gives shoppers the chance to claim a free grocery bundle.
- The boxes fall under four themes — snack, fiber, protein and mystery — and contain a mix of trending products, everyday staples and other popular items.
- Aldi said the idea stemmed from “blind box culture” popularized by the fashion, beauty and collectibles industry, and is yet another example of how the discounter strives to promote discovery and stay trendy with shoppers.
Dive Insight:
With this initiative, Aldi is catering to ongoing food trends, promoting product discovery and utilizing its strong social media presence.
The grocer will release a new blind box each day from June 22-25, each falling under one of four food themes. Shoppers can visit a designated website to sign up for a box and enter their shipping information for delivery while supplies last, per the announcement.
Aldi’s Instagram account will play a pivotal role in this initiative by posting daily reveals of which theme will drop next.
The snack blind box will offer a “craveable mix designed for grazing” and other treats, while the protein- and fiber-themed boxes will provide items that cater to these health crazes. A mystery blind box, meanwhile, will include a smattering of surprise food items.
“The ALDI Blind Box taps into the excitement our fans already feel walking our aisles,” Bridget Kozlowski, the discounter’s director of communications, said in a statement. “With surprise unboxings more popular than ever, this is our way of helping customers discover even more favorites.”
Aldi is no stranger to finding creative ways to reach customers. From stylish merch to creating original memes on social media, the discounter has put considerable effort into driving excitement and expanding its customer base.
