The More The Merrier: How Aldi continues to win over Aussies at Christmas

Aldi, a value supermarket, was able to increase quality perceptions during its Christmas campaign by tapping into the needs of Australian households.

Campaign details

Agency: BMF

Executive Summary

From Surfing Santas to The Tinkletons, ALDI Christmas is a major retail event.

But big success comes with big expectations, competition and Christmas cliches aplenty.

Whilst ALDI saw increases at Christmas, perception of quality lagged behind competitors. And with a year of Colesworths pushing half price, ALDI's value had been knocked.

ALDI's 2017 campaign reframed the value equation from crude quality/price to 'generosity' demonstrating ALDI could entice the hungry Christmas mobs in a uniquely Australian way.

It was the most successful yet delivering a lift in sales despite a reduction in campaign spend,...

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