Effies
Australia
ALDI Good Different
Agency
BMF
Client
ALDI Australia
Awards
The Grand Effie
Gold
Long Term Effects
Summary
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NB: The full case study is not for publication in this instance.
Credits
| 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 |