Aldi: Good different

ALDI, a supermarket, launched a campaign in Australia to bring new shoppers, increasing penetration, build position as a legitimate supermarket, improve perceptions of quality, reclaim low price heartland and increase annual sales.

Campaign details

Brand: ALDIAgency: BMFCountry: Australia

Objectives

OVERARCHING OBJECTIVE: To normalise ALDI, make it part of the fabric of Aussie culture and our (weekly) shopping routines

OBJECTIVE 1: Bring more new shoppers, returning to peak penetration...