Case History Database

This is ALDI’s coming of age story. The story of how a German supermarket grew out of being a “discount supermarket” to become the nation’s most trusted supermarket brand. Three years in a row. After 15 years of category-defying growth, ALDI’s success wobbled. To grow, it had to grow up. It had to become a legitimate supermarket but didn’t want to copy the duopoly (sorry Colesworths). So, over the last three years ALDI unapologetically embraced its difference. ‘Good Different’, a long idea that has served as its compass in business, marketing and beyond, has generated a massive ROI. NB: The full case study is not for publication in this instance.

	Author / Group Strategy Director		Kinga Papp
	Author / Executive Planning Director		Christina Aventi
	Author / Senior Strategic Planner		Kellie Box
	Head of Effectiveness		Jennifer Rhodes
	Head of Planning		Ali Tilling
	Head of Planning		Hugh Munro
	Marketing Director		Mark Richardson		ALDI Australia
	Marketing Manager		Lachlan Sweet		ALDI Australia
	Insights and Strategy Manager		Hannah McHard		ALDI Australia
	Market Research Analyst		Ines Obermair		ALDI Australia