With a limited range, prolonged COVID-related supply issues and inflation triggering people to shop around for grocery discounts, many shoppers didn’t consider ALDI for more than the occasional top-up-shop.

ALDI’s opportunity was to change shopper behaviour by turning a negative perception into a positive.

The brief: position ALDI as the first place Aussies should shop to save money on the groceries they really need.

Objectives were ambitious:

1.INCREASE FIRST-CHOICE POSITION FOR MAIN-SHOP

With the emphasis on shopping around for discounts, we needed to ensure ALDI was first-choice for the bulk of their baskets.

2.GROW SPEND-PER-BUYER

Despite our condensed range, we wanted shoppers to buy more from ALDI when they did visit, whilst out-performing high inflation.

3.ATTRACT SWITCHED SPEND & GROW SHARE

Encouraging Aussies to complete more of their shop with us, would see grocery spend flow away from competitors, increasing our share of the market.

Shop ALDI first

With a healthy dose of honesty and self-awareness around ALDI’s range shortcomings we helped Aussies understand that ALDI knows it’s not the only supermarket you see, it just wants to be your first.

‘Shop at ALDI first’ takes a page out of popular romantic films like The Notebook to dramatise that ALDI loves their shoppers enough to let them go, knowing the savings are good enough to keep them coming back.

Our idea not only accepts but encourages supermarket polygamy. It normalises the behaviour of shopping around, changing it from a point of awkwardness to one of financial savviness.

‘Shop ALDI first’ campaign launched across TV, BVOD, OLV, OOH, print, radio, digital and social around Australia. We wanted all Aussies to understand that at ALDI, we know we’re not your one and only. But, if you want to save money, you should definitely shop at ALDI first.

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.