‘Good different’: Aldi launches new brand positioning to celebrate its differences

On a mission to differentiate from other competitors in market, Aldi has launched a new brand proposition – Good Different – to celebrate all the things that make the brand unique.

The new positioning aims to continue to differentiate Aldi from competitors as it continues to grow.

Created by BMF, the ad sees a woman dancing with her shopping trolley in a carpark.

She twirls and grabs onto the trolley before returning it as the ad reveals Aldi shoppers are the most satisfied shoppers for the last three years.

While she pays for ‘a coin’ for the trolley, a voiceover says its a ‘good different.’

An Aldi Australia spokesperson said the brand wanted to help Australians understand “how” the brand has the lowest prices.

“The truth is that we are able to offer the lowest prices because our business DNA is fundamentally different to our competitors. These differences deliver us savings, that we pass onto our customers, all without compromising on quality. It is not often that we tackle such rational topics in marketing. Fingers crossed, we’ve been able to inform and entertain at the same time”, they said.

Stephen McArdle, BMF’s managing director, said while Aldi has always been a different proposition from its competitors, most shoppers have “now realised this.”

“Aldi has always been a very different proposition to the big two, and for a long time that felt like a barrier to the brand becoming part of Australian’s weekly shopping routine. But in truth, it’s these quirks and differences that make ALDI a brilliantly refreshing antidote to the Coles-worth duopoly,” he said.

“Most shoppers have now realised this and we’re shouting it from the rooftops with a voice as Good Different as the shopping experience itself, so the rest of Australia can come join them.”

Alex Derwin, BMF’s creative director, added: “Good Different works because it comes straight from the brand’s DNA – it’s evident in Aldi’s business model, the way they source products, and the way they treat their staff and suppliers. Creatively it shows a brand that’s confident in its own skin. They have a personality, a point of view, and plenty of interesting things to say.”

The campaign will run across advertising, out-of-home, online and TV across the year.


  • Executive Creative Director: Cam Blackley
  • Creative Director: Alex Derwin
  • Associate Creative Director: Rosita Rawnsley-Mason
  • Art Directors: Rosita Rawnsley-Mason and Nadia Ahmad
  • Copywriters: Tom Johnson and Millicent Malcolm
  • Executive Planning Director: Christina Aventi
  • Designer: Matthew Hughes
  • Head of Planning: Hugh Munro
  • Managing Director: Stephen McArdle
  • Group Account Director: Toby Hussey
  • Account Director: Hayley Basham
  • Agency Producer: Jenny Lee Archer
  • Production Company: The Sweet Shop
  • Director: Steve Ayson
  • Producer: Cindy Kavanagh
  • Executive Producers: Loren Bradley and Edward Pontifex
  • Managing Partner: Wilf Sweetland
  • Post Production: Arc Edit (offline) and Alt VFX (grade/online)
  • Editor: Peter Sciberras
  • Photographer: Gavin Johns
  • Art Buyer: Basir Salleh
  • Music Supervision: Level Two Music
  • Sound Production: Rumble Studios
  • DoP: Germain McMicking
  • ALDI Marketing Director: Mark Richardson
  • ALDI Marketing Manager: Lachlan Sweet

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