OVERVIEW

The ALDI BBQ Headquarters began as a seasonal endcap promotion in Summer 2024 & 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 & enhance the summer shopping experience.

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

OBJECTIVES

  • Increase visibility & 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 packaging.

In 2025, the promotion was extended with an expanded range of seasonal flavors & 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 & 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, & 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 & 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.”

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