ALDI Australia: How ALDI rewrote the Christmas Playbook

This case study describes how Aldi, the German discount supermarket, 'rewrote' the Australian Christmas rulebook by moving beyond the festive association and demonstrating that there was no such thing as a 'typical' Christmas.

ALDI Australia: How ALDI rewrote the Christmas Playbook

BMF

The lay of the land

As we started work for the 2014 festive season, we realised ALDI was on the Christmas back foot.

First, our positioning as a discount supermarket was less relevant at Christmas.

Despite strong growth, in early 2014 ALDI was still seen as an obscure discount retailer. Shoppers were looking for something special and weren't willing to compromise on quality just to save a couple of dollars.

"ALDI's fine normally, but I'd feel like a cheapskate if I went there for Christmas."1

The no-frills store experience didn't...

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