Aldi attempts to convince skeptics to switch supermarkets

Aldi is attempting to convert its skeptics in its latest campaign which sees some of the store’s biggest fans attempt to get them to switch to the discount store.

The Supermarket Switch Challenge, created by BMF, follows three sets of sceptics and Aldi fans across Melbourne, the Gold Coast and Sydney as they are introduced to the stores, with the fans attempting to convince the skeptic to make the switch.

BMF planning director Ali Tilling said in a statement: “Answering those barriers ourselves wasn’t enough. We wanted to use the genuine passion that exists for ALDI – a rare thing for any brand, let alone a supermarket – to challenge doubters to give us a go. Thousands of ALDI fans answered our Facebook call-out, nominating themselves and a ‘sceptic’ friend, relative or partner for the challenge. We chose a fan-sceptic pair from NSW, Queensland and Victoria.”

BMF creative director Alex Derwin added: “There was always going to be an element of risk involved in giving a voice to people who don’t particularly get your brand. Fortunately we have a brave client, a great director, and we were confident in the persuasive powers of an ALDI shopping trip.”

The campaign is running across TV, catalogue, radio, outdoor and point of sale.


  • Executive Creative Director: Cam Blackley
  • Creative Director: Alex Derwin
  • Copywriter: Jonty Bell
  • Head of Design: Lincoln Grice
  • Strategic Planner: Ali Tilling
  • Managing Director: Steve McArdle
  • Group Account Director: Jonny Bucknall
  • Senior Account Director: Aisling Salmaggi
  • Account Managers: Hayley Basham, Siena Shuttler
  • Agency TV Producers: Katie Harper and Esta Lau
  • Production Company: Revolver
  • Director: Jonathan Kneebone, The Glue Society
  • Executive Producer: Pip Smart
  • Producer: Ian Iveson
  • DOP: Rob Marsh
  • Editor: Matt Evans for The Butchery
  • Editing Facility: The Glue Society studios
  • Post Production: The Editors
  • Sound: Rumble Studios
  • Client: Advertising Director: Sam Viney

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