Summary
After 19 years, ALDI no longer just had 'lovers' and 'haters'. We had to break that binary mental model, the hater was within. For many, they liked bits of ALDI but past poor experiences with produce and meat had stopped them doing a fuller, fresher shop, despite the business working tirelessly to improve their fresh quality.
Our strategy was to lean into the loudest voice, a detractor and a mouldy strawberry, and hero the hate to prove we had upped our game. We did this through actions, going incognito to overcome ALDI biases, not resorting to cliched win-back statements....