Meet ALDI Mum, the Facebook page dedicated to Australian mothers who love to shop at German supermarket chain ALDI.
The premise is simple, but has taken off for Queensland mum and ALDI advocate, Sam Jockel, whose page has more than 95,000 followers.
Jockel picks a selection of products from her regular run to the shops and posts photos of them on Facebook, asking for reviews and comments from other like-minded mums.
Aldi Food Review: Baby Kale – Washed and Ready To Eat
Some reviews from commenters on this pack of kale read: “Kale tastes like poison dirty lettuce,” “Tastes like your [sic] eating a bush lol,” and “I love their fresh leaves. I buy all of them for smoothies and wraps. I eat at least three bags a week!”
ALDI Mum’s mission statement is a simple one, and on her website she writes: “In my journeys I have realised there are those who have an obsessive love for Aldi, and those who are yet to understand its magic.”
“I am writing [this] to unite us Aldi lovers, and educate those who are yet to love Aldi!! It will be practical, helpful, amusing and to the point, A bit like Aldi really!!!”
“The name hurts me,” one mother wrote on this post.
ALDI Mum was started by Jockel five years ago, and it’s not the only Facebook page she’s made. Jockel is also the creator of School Mum, a community based around discussing education that is three times as big as ALDI Mum.
The page has also become somewhat of a soapbox for ALDI shoppers who want their voices heard on issues with the chain, even if it would probably be better if they posted on ALDI’s actual page.
Why no more White Chocolate Pods. Not happy. Whose silly idea was that.
We’re not sure Lisa, and it’s a damn shame.
Jockel told Mashable Australia that the reasons for her success, for the most part, boil down to timing.
“It’s hard to imagine but Facebook wasn’t really that big five years ago. Back then I started seeing all these niche communities popping up and I wanted to have a play with it,” she said. “It was before newsfeeds started really getting cluttered with pages, so we were lucky to get in early.”
Jockel had no experience using social media for business purposes before starting School and ALDI Mum, but says she’s become quite engrossed by analytics and the data side of working with the platforms.
“I have a double degree in theology and human services, so I kind of laugh that I’ve gone from developing communities offline to developing them online,” she said.
She adds regular humour to her page as well, constantly giving parents the #relatable content about child-rearing they deserve.
A spokesperson from ALDI told Mashable Australia that while Jockel and her page are independent of the the supermarket chain itself, she provides “valuable insights as to what products and topics her community is commenting on.”
Jockel said that though the concept of ALDI Mum seems simple, there’s a lot more work involved than some might think.
“People look at the page and think ‘Oh I can do that,’ but they just see the page, they don’t see me up til 11 most nights, working seven days a week,” she said. “You need to be a little bit crazy. It’s possible, you have to do your research… Just because you have an idea and you haven’t seen it before, that doesn’t mean no one has done it.”
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