Aldi brings back emojis for the start of the school year

At the end of August, Aldi will launch its seventh emoji savings promotion in Belgium. The discount retailer is once again focusing specifically on families and has tied this year’s campaign to the four seasons, featuring thirty new characters and a musical collaboration with 15-year-old DJ Gab.

The four seasons

Starting Saturday, August 22, Aldi customers will receive a free emoji figurine for every 15 euros spent. In total, the supermarket chain is releasing thirty new figurines for the promotion. The new collection revolves around the four seasons: the characters have been given names like Sam Snorkels, Tom Brella, Wandy Warm, and Bella Blossom. For the campaign, Aldi also collaborated with DJ Gab, who created a new version of Vivaldi’s Four Seasons.

“Every year, we focus on recognizable themes, with a special emphasis on young families. This year, we’re capitalizing on the dynamic theme of the four seasons. It’s the ideal opportunity to rework Vivaldi’s classic with a contemporary twist—a fun nod to the theme,” says Jolien Welleman, Marketing Director of Customer Activation at Aldi Belgium.

Millions of copies per year

Aldi organized its first emoji collection campaign in 2019. According to the retailer, millions of items now fly off the shelves every year. The chain says it has provided 50% more emojis for the current campaign than it did for the first edition. “There are few other collection campaigns that can rival our emojis. Every year, a new generation of fans joins us. That’s why we keep innovating,” says Welleman.

The concept is also evolving. For example, the new series includes erasers and door hangers, while Aldi is replacing the classic board game in the collector’s album with a sticker book. Some figures feature special effects, such as glow-in-the-dark, a pearlescent finish, or a transparent design.

With this campaign, Aldi is deliberately targeting the period around the start of the new school year. The discounter aims not only to encourage repeat purchases but also to strengthen the social aspect of the promotion. According to Aldi, there are now several swap groups on social media. The chain is therefore launching its own Facebook group and also offering a swap card via its website. “That way, we’re not only keeping September affordable at Aldi, but we’re also adding a little fun to the shopping cart,” said Welleman.