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


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...

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