ALDI Australia: The Christmas campaign that was so effective, we had to pull it off air

This case study explores how ALDI, the discount supermarket, stole share from the big 2 Australian supermarkets by celebrating the battle that is Christmas.

ALDI Australia: The Christmas campaign that was so effective, we had to pull it off air

Executive Summary

ALDI has achieved industry-leading growth over the last few years, making it the fastest-growing major retailer in Australia. But ALDI's competitors were still winning the most important battle of the retail year – Christmas.

ALDI's strength during most of the year became its weakness at Christmas. As a "discount supermarket that's full of surprises", ALDI loses relevance at a time when shoppers prioritise quality and familiarity over price.

This is the story of how over a 5-week period, ALDI stole share from...

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