Meet Jimmy Masters, motivational speaker and ALDI Awards' spokesperson. With layers of spray tan and a toothy smile, Jimmy shows how everyone can achieve that winning feeling simply through purchasing any of ALDI's 150 award winning products.

Jimmy Masters shows his audience that the secrets to success are easy. By simply buying, eating or using ALDI’s award-winning products, they were essentially becoming winners themselves.

The creative execution is relevant because:

- It celebrates ALDI’s array of award winning products, in a unique and entertaining way.

- Uses the stereotype of a motivational speaker to defy the traditional communication code of the retail sector.

- Positions the Awards that ALDI has won, not in an arrogant way but focused on the benefit to the shopper. The shopper is the ultimate winner.

The best evidence in terms of the change in quality perception is the fact that people are buying the actual products.

In heroed categories, sales by volume increased by 16.1% per week on average whilst on air.

The wine category alone witnessed a 180% increase in terms of volume, a category in which people don’t compromise quality.

The campaign stirred the competition into a counter-attack with Coles, ALDI's main competitor launching an awards campaign a mere 4 weeks after with their own 'Awards' focussed campaign. Unfortunately, for them they can only hero 1 product to ALDI's 150 award-winning products.