ALDI Australia: On for the Retail Brave: Converting the Haters
Executive Summary
Sometimes too much brand love can be a bad thing. And sometimes haters are gonna hate. In ALDI's case the sycophantic advocacy was actually pushing the doubters further away, a kind of reverse bandwagon effect, a hiccup on its way to mainstream Australia.
Its 'switch' platform had to go beyond a 'warm' target showcasing sceptics and lovers, side by side, bravely going where no retail brand has gone – revealing barriers, pain points and annoyances. Our sceptics were allowed to run wild with their doubt as long as...