The recent rebranding of Aldi’s store in Prestwich to “Aldeh” serves as a striking homage to both the Mancunian dialect and the legendary British rock band Oasis. This temporary name change coincides with Oasis’s highly anticipated series of homecoming gigs scheduled for July 2025 at Heaton Park. The decision reflects Aldi’s intention to utilize the local culture and its beloved musical legacy as a celebratory gesture, enriching the community’s experience as it welcomes back one of music’s most iconic acts.
The rebranding to “Aldeh,” inspired by the Mancunian pronunciation of Aldi, aims to evoke a sense of local pride. This initiative captures the essence of Manchester’s unique linguistic style, drawing attention to how the community has shaped the band’s identity over the years. Briefly, the Prestwich store on Bury New Road, located just a short distance from the venue of the Oasis concerts, transforms into a vibrant reminder of the cultural connections present in the city. The suburb, famous in its own right, merges the daily shopping experience with a touch of celebrity celebration as fans gear up for the gigs.
Liam and Noel Gallagher, the brothers behind Oasis, have rekindled their musical partnership after a 16-year hiatus sparked by a dramatic feud at the Rock en Seine festival in Paris. Their reunion tour is anticipated to reignite the enthusiasm of their fan base while potentially attracting new followers. The first concert of this tour is set to kick off in Cardiff and conclude in Brazil by November, drawing considerable media attention. The return to Manchester, however, has special significance, being the backdrop of countless memories and experiences tied to their rise to fame in the 1990s.
Julie Ashfield, Aldi’s chief commercial officer, noted that the store’s name change is a way to celebrate not only the local dialect but also the impact of Oasis, highlighting how the band has brought joy to countless fans across the globe. By renaming the store, Aldi actively participates in the local culture and shows solidarity with the community as it prepares for a major cultural event.
Aldi’s strategic rebranding isn’t without precedence. This playful tactic echoes a recent gesture from Lidl, which humorously erected a blue plaque at its Newton Heath store after Liam Gallagher suggested he would perform there due to logistical issues at the Co-op Live arena. This narrative amplifies the camaraderie and light-hearted rivalry among the discount supermarket chains while showcasing how both companies are keen to engage with local residents and their interests.
The Prestwich Aldi is set to retain its “Aldeh” identity throughout the Oasis gigs, hoping to foster a communal atmosphere that celebrates both the excitement of live music and the local identity. With the messaging around this rebranding, the supermarket has positioned itself not merely as a place for groceries but as a participant in the cultural dialogue of Manchester’s vibrant music scene.
As preparations for the concert series continue, the excitement among fans grows, and the anticipation for the event becomes palpable. The stories of the Gallagher brothers, their tumultuous past, and their eventual reunion serve as a reminder of music’s power to bring people together, as does Aldi’s initiative to honor that history through its temporary rebranding. Thus, the “Aldeh” sign will undoubtedly foster a deeper connection with shoppers during this celebratory period, inviting all to partake in the spirit of Manchester’s rich musical heritage.
