In their German home turf they started a huge ad campaign last year (their first ever except for a weekly newspaper ad) and even started to discount some of their regular product lines. Maybe the days they could survive without all that are over?
ALDI Süd has, yeah, but afaik ALDI Nord only launched some ad campaigns in the past days, right?
And from what I know, that’s less about survival, and more that they can’t expand horizontally anymore, and the new owners (the Albrechts both died in the past years) also want to expand vertically into other market segments.
They both started about a year ago with a huge budget for ads online, on TV, on radio, on billboards, and in cinemas. They haven’t really talked about their decision (they never do). They lost a lot of market share to other supermarkets and especially to the heavily-advertising Lidl. Surely the new managers played an important role in that decision. In other countries they always advertised.
