More than 100 Italian families share the supermarket's name – a pure coincidence, since the brand was coined from “Diskont” and “Albrecht” after the west German brothers who founded it.
To promote its arrival in Italy next month, the group sought out Italian Aldis to become “ambassadors” for the budget chain.
Five of them were invited to star in promotional videos that show them cooking traditional Italian dishes with Aldi's new, Italy-specific range – including Lino and Giulia Aldi, an entertaining retired couple from Settimo Milanese, who whip up a rather nice stew.