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 growth
TARGET: Increase quarterly penetration by +1.8% per year (peak level: Q1-2016)
OBJECTIVE 2: Build position as a legitimate supermarket
TARGET: Lift Annual Spend per customer by +4.5% by year 3 (vs 12mths to 31/3/2017 – exceeding pre-campaign growth%)
TARGET: Increase perception "A supermarket for people like me" by +2% points per year
OBJECTIVE 3: Improve perceptions of...