In my last blog post, I broke down what makes Trader Joe’s fans so fiercely loyal — and how emotional connection with customers drives that loyalty. I heard from so many Trader Joe’s superfans! And many of you wrote back to share other grocery stores you love. One name that came up multiple times? Stop & Shop.
I had the chance to speak to leaders at Stop & Shop a few months ago and was genuinely impressed by the innovative, high-tech platforms they’re using. It turns out many of us are very passionate about our grocery stores!
Besides the love for Trader Joe’s and Stop & Shop, I got replies name-dropping Publix, Kroger, Wegmans, and HEB. Many of these replies shared a common theme: “I feel connected.” There was love not only for the brands, but also for the employees behind them.
That kind of emotional connection with customers doesn’t just happen by accident. It’s proof that even brands offering similar products can build completely different — yet equally powerful — experiences by leaning into what makes them unique.
One store more than one person emailed me about? Aldi.
I’ve only been in Aldi stores a couple of times, so I went down a digital rabbit hole — and came across a story that perfectly illustrates what happens when a brand truly resonates with its audience.
The Rise of “Aldidas”
Aldi is well known for offering affordable versions of popular food brands. They’re also known for fun (and sometimes irreverent) marketing stunts. A few years ago, they launched a budget-friendly sportswear line. The clothing was unmistakably Aldi… but some fans noticed something else: the logo bore a familiar resemblance to another brand you may have heard of — Adidas.
This resemblance wasn’t lost on anyone — especially given Aldi’s reputation for creating ahem lookalike products. While the brand couldn’t officially call the line “Aldidas,” they didn’t need to. Their fans did it for them.
Social media quickly filled with memes, jokes, and comments about the “Aldidas” gear. Recognizing the buzz, Aldi — with the help of a creative agency — turned that organic chatter into a full-blown campaign. They used screenshots from real customers in their ads, showcasing just how closely they were paying attention to what their audience was saying.
Brand x Community > Brand x Brand
It wasn’t an Aldi x Adidas collab. It was a brand x community collab. The Aldidas campaign is a brilliant example of what happens when a brand has an authentic emotional connection with customers and empowers those customers to tell the story.
Whether you’re building a global brand or a solo venture, the way you connect with your audience matters just as much as what you sell. Here are three customer experience takeaways any brand or entrepreneur can borrow from Aldi’s viral moment:
1. Your brand isn’t what you say it is — it’s what your customers say it is.
Aldi’s fans didn’t just wear the merch — they named it, shared it, and made it a cultural moment. Aldi simply gave them the platform to amplify it.
This is more than just a fun campaign… it’s a reminder that customer perception is reality. Your brand is shaped by the people you serve — not just your logo or your tagline. When you lean into authenticity and consistency, you strengthen the emotional connection with customers in a way that no marketing campaign alone can replicate.
2. An emotional connection earns you the right to show up in unexpected ways.
Aldi didn’t pivot to streetwear to chase a trend. They earned the right to surprise their fans by first delivering on what they’re known for: quality, value, and reliability. That trust — built over time through excellent customer experience — made a quirky fashion drop feel fun instead of forced.
When your brand shows up in surprising ways and it feels right, that’s not a coincidence. Consistency and emotional connection create permission for creativity. Want your fans to embrace something new? Show up for them — again and again — before asking them to follow you somewhere unfamiliar.
3. Fandom is fueled by identity.
By weaving real customer comments into the campaign, Aldi turned its audience into co-creators. That level of recognition builds something MUCH more apathy-proof than loyalty: it builds belonging.
Customers want to be part of something bigger than themselves. They want to feel like their loyalty is noticed — and that they’re part of the success story. Let’s be real: most people aren’t buying the Aldi apparel because of its performance. They’re buying it because it’s fun. It says something about them — their values, their humor, their tribe.
That’s what deep emotional connection with customers unlocks.
Final Thoughts
The magic of the Aldidas campaign wasn’t in the price point or product — it was in the emotional connection with customers that made it take off. Aldi listened. They responded. And most importantly, they gave their superfans a reason to feel proud to wear the brand — literally.
That’s what happens when you build a brand people want to be part of.
P.S. Want more stories and strategies to turn your customers into superfans? Email me at hello@brittanyhodak.com or DM me on LinkedIn and let me know what brand you think is crushing it right now — it might just show up in a future newsletter or blog post.
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