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Aldi Australia
Good Different Phase 2: Questioning the cult of Loyalty

RAN IN: Australia

CLIENT
Aldi

AGENCY
BMF *Lead Agency

Kellie Box, Author/Strategic Planner
Christina Aventi, Author/Executive Planning Director
Ali Tilling, Head of Planning
Jennifer Rhodes, Data Strategist


SUMMARY

ALDI is proudly Good Different. In the past our highly effective brand platform has been used to demystify how we help shoppers save. However, in a world of high low pricing and shiny loyalty rewards cards offered by our competitors, true value is becoming harder and harder for shoppers to decode. This is the story of how Good Different helped us take on the misleading and minimal benefits offered by these ‘saving schemes’ and cement ALDI as the value leader in the category.

CASE STUDY

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CASE VIDEO


Additional Materials:

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Language: English