ENTRIES:
Good Different Campaign
1. Trolley
2. Pasta Sauce
3. Artificial Flavours
Summary:
WE CREATIVELY COMBINED TWO WORDS
THAT MAKE A VIRTUE OF ALDI’S SEEMING WEAKNESSES WITH A NEW CHALLENGER BRAND
POSITIONING: GOOD DIFFERENT.
It had
an immediate effect, setting an all-time sales record in the launch week, and
products saw uplifts between 30% and 160% YOY. The campaign welcomed almost 1
million new shoppers making ALDI once again became Australia’s fastest growing
major retailer, outpacing category growth by 9.3x, up from 2x pre-launch.
“Good Different isn’t just a new tagline for
ALDI Australia – it’s our way of summing up our philosophy and approach to all
aspects of our business.”
Tom Daunt, CEO, ALDI Australia
Trolley:
The TV
spot shows a woman performing a dance routine on her shopping cart in an ALDI
parking lot, as an expression of her deep satisfaction from saving money.
The
voiceover reminds us that ALDI customers are Australia's most satisfied
customers three years in a row – even though you need a coin for your trolley;
and reveals the brand's new positioning, ‘Good Different’.
Pasta Sauce:
In the
30-second Pasta Sauce TVC we see a man and his son age 40 years while stuck in
a fictional supermarket
choosing
between hundreds of pasta sauce varieties.
It
shows that when you shop at ALDI, not only do you save money, you don’t waste
your life choosing pasta sauce.
No Artificial Colours:
Shoppers
won’t find a single trace of artificial colours in food products sold at ALDI.
In this
instalment of the Good Different platform, ALDI turns its attention to the
extreme side effects of too many artificial colours on a group of unsuspecting
taste testers.
Campaign:
To
launch their new brand positioning ‘Good Different’ ALDI Australia produced
this campaign of 3 brand TVC’s.
Each
TVC centered on a different compelling proof point which showed how ALDI do
business in a vastly different way to the Australian supermarket duopoly of
Coles and Woolworths.
Case Study (Creds) write up:
Good Different
Challenge:
ALDI
has been Australia’s fastest-growing major retailer, taking a 10% share of the
national grocery market since opening its first store back in 2001.
After
five years of distinctive marketing, some 15% of grocery buyers were using ALDI
as their main supermarket. But the other 85% had pigeon-holed ALDI to have a
limited role within their shopping routine – if any at all. Most would use ALDI
as a secondary supermarket, visiting occasionally for specific grocery items or
a particular Special Buy.
In order
to continue ALDI’s remarkable growth, the next challenge was to get those 85%
of shoppers to reconsider whether ALDI could be their main supermarket.
Insight:
On
face value, shoppers will rattle off a number of barriers to doing their main
grocery shop at ALDI.
Some
are accurate (e.g. limited range, low-service shopping experience), some are
myths (e.g. it’s mostly imported foreign food, there’s more preservatives, the
quality
is compromised to reduce prices).
But
there’s a deeper underlying emotional barrier: a long-established cultural
perception that families only do their grocery shopping at a discount
supermarket because they have to, not because they want to.
Idea:
GOOD DIFFERENT
Repositions
ALDI from a “discount supermarket” to a “supermarket with a difference”, by
making a virtue of all the things ALDI does differently, to help bring you top
quality products at the lowest prices.
We
started by celebrating how ALDI shoppers are Australia’s most satisfied (even
though you need a coin for a trolley) and how ALDI saves you time and money
(even though we don’t have 20 different kinds of basil and tomato pasta sauce).
Results:
Immediate
sales impact with 30-160% uplift on items featured in retail advertising.
Outpacing
category growth by 9.3x post-launch (as opposed to 2x pre-launch).
26% INCREASE in
shoppers who agree “ALDI is a supermarket for people like me” – an additional
1.3 million grocery buyers.
959K new
shoppers actually shopping at ALDI in Q2 2017.
Set
a record for total sales in campaign launch week.
