A Good Different approach: How Aldi became a Special Buy through creative advertising
In this week’s Mumbrellacast, Kalila Welch and Calum Jaspan look at how Aldi’s quirky creativity has helped it triple its market share in the past 13 years, and with Mark Richardson leaving, why Jenny Melhuish might be the right fit to carry on. Plus, Rose Herceg and Anathea Ruys chat about fixing ongoing stereotypes in advertising, and reflections on their own experience.
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.
