A Good Different approach: How Aldi became a Special Buy through creative advertising

Aldi Australia announced a change at the summit of its marketing setup yesterday, with Mark Richardson to depart after almost six years at the retailer and Westpac Group veteran marketer Jenny Melhuish incoming.

The German supermarket giant has almost tripled its market share since 2009, and – in the past five years while Richardson has been in the job – eaten into Coles’ share too, as it moved away from its ‘Down, Down’ positioning.

On the podcast, the team discusses the left-field approach ALDI has taken through its brand-led marketing output over the past ten years and ramped up since Richardson implemented its ‘Good Different’ positioning in 2017.

Then, a chat about brand safety on Twitter, some of the changes its new owner Elon Musk has implemented since taking over, and why some of his already contradictory moves are proving worrying for advertisers.

Finally, a conversation with WPP president Rose Herceg and UM Australia CEO Anathea Ruys on the one-year-old faction of the UN Unstereotype Alliance in Australia, with an imminent study into ongoing stereotyping in the media and advertising industry set to reveal its findings. With both now holding two of the most senior roles in the Australian industry, they also share some personal and candid reflections on experiences in their careers to date.

Episode Breakdown

Calum Jaspan

Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.

Linkedin

topics ALDIAnathea RuysElon MuskGood DifferentJenny MelhuishMark RichardsonMumbrellacastRose HercegTwitterUM AustraliaUN UNstereotype AllianceWestpacWPP

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