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2019 GOLD MOST ORIGINAL THINKING
Aldi Australia Good Different Phase 2: Questioning the cult of Loyalty
Kellie Box, Author/Strategic Planner
Christina Aventi, Author/Executive Planning Director
Ali Tilling, Head of Planning
Jennifer Rhodes, Data Strategist
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.