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...