Case History Database

Sometimes too much brand love can be a bad thing. And sometimes haters are gonna hate. In ALDI’s case the sycophantic advocacy was actually pushing the doubters further away, a kind of reverse bandwagon effect, a hiccup on its way to mainstream Australia. Its ‘switch’ platform had to go beyond a ‘warm’ target showcasing sceptics and lovers, side by side, bravely going where no retail brand has gone – revealing barriers, pain points and annoyances. Our sceptics were allowed to run wild with their doubt as long as they went through a series of challenges from blind taste tests to lie detectors. The campaign has been ALDI’s most effective to date delivering 9.8% revenue growth, an ROI of 220% and 661k new households shopping ALDI. Sometimes letting the haters hate can turn into something good.

	Executive Planning Director		Christina Aventi
	Head of Planning		Ali Tilling
	Executive Creative Director		Cam Blackley
	Creative Director		Alex Derwin
	Copywriter		Jonty Bell
	Head of Design		Lincoln Grice
	Managing Director		Stephen McArdle
	Group Account Director		Jonny Bucknall
	Senior Account Director		Aisling Colley
	Account Manager		Hayley Basham
	Account Manager		Siena Shuttler
	Agency Producer		Katie Harper
	Agency Producer		Esta Lau
	Marketing Director		Sam Viney		ALDI