Challenge
Aldi wanted to reposition their exclusive plant-based range to feel like a first-choice Aldi food brand, not a worthy add-on, not a Veganuary-only moment, and not something that reads as over-processed. As more shoppers go meat-free in everyday life, Plant Menu needed to feel like real food. Credible enough to put in the middle of the table when friends are over.

Solution
We repositioned Plant Menu as food first, plant second. A more indulgent, moody and premium expression that leans into appetite and reassurance. Dialing down “meat alternative” signals and dialing up deliciousness and confidence.