ALDI Australia: How a campaign for one convinced Australia to give ALDI another go

Aldi, a supermarket brand, went to extreme lengths to win back one of its fresh rejectors and won over a tide of Aldi shoppers in Australia by secretly replacing an Aldi hater's food items with Aldi products.

Executive summary

After 19 years, ALDI no longer just had 'lovers' and 'haters'. For many, there were parts they loved about ALDI, but past poor experiences with produce and meat had stopped them doing a fuller, fresher shop, despite the business working tirelessly to improve their fresh quality. This is the story of how ALDI went to extreme lengths to win back one of our fresh rejecters, and subsequently won over a tide of ALDI shoppers and their spend in the process. The campaign delivered a staggering ROI by convincing Australia to give ALDI another go.

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