Is it so bad in the US? In germany their food is often quite nice, compared to other discounters. (This is a personal opinion, but has also been claimed in some television reports where, for example, various ice creams etc. were tested.)
If you only want to buy processed food and meal kits that require minimal cooking, then Aldi has subpar quality. Many of the prepackaged meal kits and processed foods are notably lower quality than what you find in other grocery stores.
The two big online video advertisers I noticed in December were Amazon and Aldi, but the ads could not be more different.
Amazon's ads were irrelevant to the brand, they were just showing stories that people were supposed to react emotionally to. (And they never said that the guy at the Llama farm is paying the same for prime as people who get same day shipping except he gets five day shipping.)
Aldi on the other hand was really clear about why Aldi was different from other retailers and were a lot more compelling to me. (I did buy from Aldi in December, I didn't buy anything from Amazon.)
Otherwise, the quality of their goods is pretty high.