From Aldi to ‘Aldeh’ — how a local joke became a cultural landmark

More than ever in this heavily commercialised world, companies feel compelled to jump on special events with marketing gimmicks and flash-in-the-pan campaigns.

Whether it’s limited-edition packaging, novelty products, or cheeky ads, they see it as a great way to wrap corporate interests in a warm, fuzzy blanket.

Aldi’s move in Prestwich, Manchester, started out as exactly that. With Oasis stopping nearby in Heaton Park as part of their four-month world tour, the supermarket temporarily altered its sign to read ‘Aldeh’ — a nod to the way locals pronounce it, and to the Gallagher brothers’ birthplace.

However, after a petition gained over 1,300 signatures (plus the backing of the local MP), Aldi decided to Roll With It and keep the name permanently. It’s even been added to Google Maps as a cultural landmark.

Predictably, people have been flocking from near and far to take selfies in front of it. And many have even popped in for a bit of shopping — although hopefully not for any Cigarettes and Alcohol.

As a posh southerner (so I’m told), you won’t catch me pronouncing my DEES as DEH — but I’ve got to admit, this is a genius move. Hats off to the bosses who approved it.

Some might say The Masterplan is to change every northern Aldi to Aldeh. Maybe they’ll do it Little by Little.

D’You Know What I Mean?