For years, ALDI had been battling their limited range stigma and trying to convince Australia that you can do a full grocery shop, weekly at ALDI. When the truth is, you can’t. You can do most of your shopping at ALDI, and it is worth it for the savings, but you’ll probably need to go elsewhere for one or two particular things afterwards.

Those in the know, know shopping at ALDI first saves you shoploads. But for everyone else, grocery shopping is a well-entrenched habit at preferred competitors. We needed to create sufficient intrigue and permission for people to bend their routines to try ALDI first.

We needed to get ALDI Light and Lapsed Shoppers to start their weekly shop with ALDI by proving ALDI has everything you need.

ALDI knows its shoppers see other supermarkets. And it was time to admit it. This film takes a page out of popular romantic dramas like The Notebook to dramatise how we love our shoppers enough to let them go. Being honest about our limited range, and the infidelity it causes, helped convince shoppers to do their main grocery shop with us and save money.

• At launch, the campaign improved the belief that you can get what you need from ALDI and starting or including ALDI in your weekly shop saves you money (Kantar, Flexi Module, Feb 2023)

• During the campaign, we’ve already seen additional shoppers per week through ALDI check outs (Average transactions per week, ALDI POS data, Weeks 1-7 vs 8-13 2023)

• Spend per customer increased vs same time last year (ALDI Sales data, weeks 8-13, 2022 vs 2023)

And our customers loved it to:

- “Love how relatable it is”

- “it was funny, and it is very accurate with how many people feel about Aldi.”

- “I love it! It’s funny and self aware”

(Kantar Ad Tracking, March 2023)

- non-redacted results are in confidential section.