Aldi takes aim at competitors by poking fun at loyalty cards in latest ‘Good Different’ ad

Discount supermarket Aldi has continued its marketing aim of differentiating itself from competitors by poking fun at “pointless points” and loyalty cards.

Continuing its ‘Good Different’ brand positioning, which initially launched in May last year, BMF and Aldi have created an ad which tells customers not to waste their time on loyalty cards and save money by shopping with Aldi instead.

According to Aldi’s long-standing creative agency BMF, the ad aims to debunk the theory that loyalty cards help you save money when they are really used as a marketing ploy to get consumers to spend more.

To prove its point, Aldi has created a loyalty card calculator which shows why Aldi doesn’t “do pointless points”.

The calculator asks shoppers how much they spend at the supermarket per week, asks consumers to pick a reward and then tells customers how much money and time they will have actually spent to receive that reward.

Alex Derwin, ECD at BMF, said in a statement: “When it costs you $356,000 in groceries to earn enough points for an outdated laptop, something’s not right. While we all suspect that loyalty schemes don’t provide value for money, there’s something deeply psychological in our devotion to the points. It needed to be called out, and there’s nobody better to do it than Aldi.”

Paul Coles, general manager of Aldi at BMF, said loyalty schemes are very similar to stamp collecting.

“You’ll spend loads of time and money building your collection, hoping that one day you’ll trade them for a fortune. But that day never comes and you realise you just wasted all your weekends attending swap meets. Aldi don’t do loyalty schemes, because it would stop them being able to give shoppers the lowest possible prices – simple.”

Mark Richardson, marketing director at Aldi, reiterated that Aldi has a different point of view on loyalty.

“Aldi has a different point of view on loyalty. In the 17 years we’ve been operating in Australia, we’ve created a loyal following of customers by offering consistently low prices and great quality goods. Customers continually tell us that this is what matters most to them.”

The campaign is rolling out across TV, out of home, online, in store and in its catalogues.


  • Executive Creative Director: Alex Derwin
  • Creative Director: David Fraser & Dantie Van Der Merwe
  • Art Directors: Simon Koay
  • Copywriter: Justin Butler
  • Copywriter: Lisa Down
  • Designer: Lincoln Grice, Fiona McLeod & Sammy Hall
  • Executive Planning Director: Christina Aventi
  • Head of Planning: Alison Tilling
  • Strategic Planner: Kellie Box
  • Managing Director: Stephen McArdle
  • General Manager ALDI: Paul Coles
  • Group Account Director: Aisling Colley
  • Account Director: Rose Flowers
  • Senior Account Manager: Olivia Morbey
  • Agency Producer: Jenny Lee Archer
  • Production Company: Rabbit Content
  • Director: Jeff Low
  • Executive Producer: Alex Hay
  • Production Art Director: Loretta Cosgrove
  • Post Production: Blackbird
  • Editor: Adam Wills
  • Art Buyer: Karen Liddle
  • Sound Design and Audio Production: Rumble Studios
  • DoP: Geoffrey Simpson

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.