Aldi: Precedented Prices

Aldi, a supermarket brand, launched a campaign across Australia during the pandemic to show that when everything in the world was so unprecedented, its low prices were not.

Summary

2020. A year to forget. Both the chaos and the communications that went with it.

Yes, "we are all in this together", however some opportunistic supermarkets were letting their specials program conveniently slip (and their prices creep up) while they and shoppers were focused on keeping their social distance. Mostly perfectly understandable.

But for ALDI, these unprecedented times were an opportunity to show that as much as the world had changed, our prices hadn't. Especially when it mattered most.

When many brands were following brand 'COVID' conventions, fearful of being the first to break away, ALDI carved its own...

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