Aldi doubles down on idiosyncrasies to spur global growth

Aldi has climbed the ranks to become a leading global grocery store brand. Continuing The Drum’s Globalization Deep Dive, we look at how it has prioritized a commitment to authenticity all throughout its journey. 
Founded in 1961 in Essen, Aldi was once a modest discount store in a small German city. Don’t let its history of low prices and friendly marketing slogans fool you, however. The brand is relentless when it comes to expansion, growing in recent years to become one