Aldi Australia comes to terms with shoppers seeing others to fulfil their list
Aldi Australia has launched its first brand campaign for 2023, positioning itself as the first shop Australians visit for groceries, via its creative agency BMF.
In the 30-second spot, a customer is seen with one last grocery item on her list after shopping at Aldi, to which the cashier said, “it’s cool” if she has to get it in another supermarket.
The campaign, ‘Shop Aldi First’, will run across TV, BVOD, OLV, OOH, print, radio, digital, and social. It aims to highlight Aldi’s price advantage and encourage shoppers to make the store their first destination in their grocery runs.
It is also Aldi’s first work under the leadership of its new marketing director, Jenny Melhuish, as the previous CMO Mark Richardson departed the business to join Marley Spoon.
“The new year is often a time for being more mindful and intentional in setting new routines,” said Melhuish.
“It makes sense to shop with Aldi first when a basket of groceries is considerably cheaper than at other supermarkets. Post-Christmas and holiday spending, we think Australians should rethink their habits to easily save themselves serious cash.
“We know consumer shopping habits are such that few people only shop at one place. You might have a particular bakery that you get a croissant from in the mornings, or you might need smoked herring paste for a very specific recipe. But true savings are made when you make Aldi your first shop.”
Credits
Client: ALDI Australia
Creative Agency: BMF
Production Company: FINCH
Post Production: Blockhead
Editor: The Editors
Sound Production: Rumble Studios
Music: Elliott Wheeler
DOP: Jeremy Rouse
Photography: Louis&Co
PR: Ogilvy PR
Media: Zenith
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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Personal opinion, I like the concept but I don’t like the execution. It could have been delivered differently.
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It’s misleading advertising. There was not a queue of 26 shoppers lined up at the register.
Aldi. Good Different.
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