ALDI Australia: Only the Brave: How ALDI embraced haters to convert thousands

This case study describes how Aldi, the German discount supermarket, used the 'Supermarket Switch Challenge' on Australians, embracing hate to convert thousands of shoppers.

ALDI Australia: Only the Brave: How ALDI embraced haters to convert thousands

Ali Tilling, Hugh Munro, Christina AventiBMF

Only the brave

How Aldi's 'Supermarket Switch Challenge' embraced Haters to convert thousands

ALDI is a supermarket of oxymorons

It's a grocery meets variety store, a place where buying milk and bread with a side of unicycle is not unheard of.

It's a place that incites love and hate in almost equal measure:

"I JUST LOVE IT, WHAT WOULD WE DO WITHOUT IT"

"I JUST CAN'T HELP BUT TELL PEOPLE ABOUT THE PRICES... I BRAG ABOUT HOW MUCH I SAVE... I...

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