Aldi Ireland deploys OOH across Dublin and Cork as part of It's Not Complicated push

Off the back of the launch of its new brand platform, Aldi. It’s Not Complicated, Aldi Ireland took the message to the streets this weekend with some punchy OOH across Dublin and Cork that aimed fire at rivals such as Tesco (see below image for an example of this).

In a LinkedIn post, the retailer said: “The bold, playful outdoor activation aimed to deliver a simple reminder to shoppers: great value doesn’t need gimmicks, hoops or headaches. Cutting through the clutter of modern grocery shopping, the striking placements champion our belief that keeping things simple always wins.”

On the It’s Not Complicated campaign, Niall O’Connor, Country Managing Director at Aldi Ireland, commented: “The Aldi model has always been simple: great quality food at the lowest possible prices.”

“We have always been a customer champion, committed to delivering for our customers every single day. Of course, the market we operate in has changed. Retail has become louder, more complicated, and increasingly cluttered. Our response is not to add to that complexity, but to strip it away. That’s why we’re launching our new brand and marketing campaign.”

He added: “To all our customers, we invite you to join us in this journey back to simplicity. Experience shopping the Aldi way - uncomplicated, straightforward, affordable, and focused on what really matters. We look forward to welcoming you in-store and making your shopping experience easier than ever before."

2026 RTIH Innovation Awards

Grocery retail will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.