Effies
Australia
The Long Game of Good Different: The Value of Brand Resilience in a Changing World
Agency
BMF
Client
ALDI Australia
Awards
Silver
Long Term Effects
Silver
Brand Value
Case Study
Not Available
Summary
When ALDI began to decline, it chose to evolve its "Good Different" brand platform for a new era. The brand took a bolder path, building emotionally intelligent strategies based on relevance and resonance rather than just rivalry. Over three years, the campaign adapted to changing consumer needs, shifting from challenging the "new normal" to championing its shoppers. This approach not only reversed decline but led to a true challenger comeback, proving that creative resilience and brand conviction can build long-term value, even when it would be easier to do less.
No Case Study Available.
Credits
| Christina Aventi | Chief Strategy Officer | BMF |
| Hannah McHard | Head of Effectiveness | BMF |
| Anna Bollinger | Executive Planning Director | BMF |
| Elyse Scott | Planning Director | BMF |
| Stephen de Wolf | CCO | BMF |
| Alex Derwin | CCO | BMF |
| Dantie Van Der Merwe | Creative Director | BMF |
| David Fraser | Creative Director | BMF |
| Emily Field | Creative Director | BMF |
| Kiah Nicholas | Associate Creative Director | BMF |
| Angus Whalan | Creative | BMF |
| Alana Koutoulas | Creative | BMF |
| Lincoln Grice | Head of Art & Design | BMF |
| Matthew Hughes | Designer | BMF |
| Yoon Park | Designer | BMF |
| Stephen McArdle | CEO | BMF |
| Hayley Basham | Group Account Director | BMF |
| Georgia Moulis | Senior Account Director | BMF |
| Kristen Henry | Senior Account Manager | BMF |
| Jenny Lee-Archer | Head of TV | BMF |