ALDI Australia: On for the Retail Brave: Converting the Haters

This case study describes how ALDI, the discount supermarket, brought its brand into the mainstream by broadcasting the views of sceptics in return for tasting and lie detector tests.

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...

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