ALDI BBQ Headquarters

Overview

The ALDI BBQ Headquarters began as a seasonal endcap promotion in Summer 2024 and was extended into Summer 2025 due to its in-store success. The promotion brought together BBQ staples into a cohesive, eye-catching display designed to drive cross-purchasing and enhance the summer shopping experience.

As the Creative Manager in 2024 and Senior Creative Manager in 2025, I played a central role in managing creative development, client alignment, and cross-functional coordination throughout both seasons.

Objectives

• Increase visibility and sales of seasonal BBQ-related products

• Encourage cross-purchasing through strategic grouping of complementary items

• Elevate the in-store shopping experience with a vibrant, summer-focused design system

Creative Approach

The promotion centered around curated product groupings — condiments, snacks, grilling staples — displayed in a visually inviting format. Our creative team leveraged bold summer-themed illustrations and high-quality food photography to bring warmth and appetite appeal to the displays.

In 2025, the program was extended with an expanded range of seasonal flavors and new products. The existing creative system was scaled and updated to accommodate the extended assortment while maintaining a consistent in-store experience.

My Role

In both 2024 and 2025, I was responsible for:

• Leading communication between our creative team and ALDI

• Guiding the design team to ensure alignment with brand standards and seasonal messaging

• Managing review cycles, stakeholder feedback, and final production approvals

• Offering production insight around substrates, packaging mockups, and layout feasibility

• Helping maintain campaign cohesion while adapting the display for year-over-year product changes

Outcomes

• Successfully extended the campaign into a second year

• Strengthened ALDI’s seasonal branding presence in-store

• Reinforced ALDI’s value and convenience messaging through smart product placement

“This program transformed a simple endcap into a seasonal destination, making summer shopping more intuitive and inspiring for ALDI customers.”