ALDI celebrates loyalists and #ALDIcore in new campaign via Ogilvy PR and BMF
ALDI Australia is embracing #ALDIcore in a new campaign celebrating the loyalty of its customers, via Ogilvy PR and BMF.
In a first for the supermarket, the most #ALDIcore shopper will win three years worth of groceries, while five runners up will each receive one year.
Launched on Sunday, and running through to July 27, ALDI is inviting customers to enter the competition by sharing what makes them #ALDIcore – from showcasing unique recipes, highlighting their favourite Special Buys, of providing their best ‘Good, Different’ tips – as it integrates its standing creative platform. Supported by new brand films, the competition hopes to celebrate the passion of the supermarket’s most dedicated shoppers.
“At its core this campaign celebrates the delight and diversity in our community of ALDI shoppers,” said ALDI’s marketing manager, Jenny Melhuish.
“There’s no single way to ALDI and surfacing those stories of tips and tricks, fave products and recipes is what makes the world of #ALDIcore so rich to explore – every customer has their own unique take on how and why their proud to be an ALDI shopper. That’s what #ALDIcore is all about. And that’s worth rewarding.”
Through the campaign, the supermarket has already begun highlighting unique stories of its loyal shoppers.
“We are excited to shine a light on ‘ALDI-isms’ that for true ALDI shoppers – whether they’re new to our stores or have been shopping with us for years – will ring true,” Melhuish continued.
“From nodding to our middle aisle maestros who might visit for bread and milk and leave with a whipper snipper, to the passion of product evangelists who embrace a [Good] Different way of shopping to get their hands on their fave items, it’s been great to turn the lens on the customers who choose the brand with pride each and every day.”
The integrated campaign is live across broadcast, digital, earned and influencer channels, and across TikTok, Instagram and Facebook.
Other assets:
15″ Escalator (One Trip Carry)
Credits:
Client: ALDI Australia
Creative concept: Ogilvy PR & BMF
PR and earned social: Ogilvy PR
Creative: BMF
Media: Zenith
Digital: Digitas
Influencer: Social Soup
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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