Coles And Woolies Strip Back Ad Spend As ALDI Cranks It Up A Notch

Coles And Woolies Strip Back Ad Spend As ALDI Cranks It Up A Notch
SHARE
THIS


What best describes you?

Discount retailer ALDI Australia is chasing down favourites Woolies and Coles as it virtually doubled its ad spend in 2015.

Coles’ marketing spend was chopped by 25 per cent, totalling $53.6 million last year, while rival Woolies cut back by 5.3 per cent to $87.9 million, according to Nielsen’s latest Advertising Information Service figures.

But ALDI was having none of it, taking its total spend across metro and regional TV, press, mags, radio, out-of-home, cinema, online and direct mail to $28.9 million, up from $15 million in 2014.

When ALDI first stuck its flag in Aussie land 15 years ago, it had a strict policy of not spending on telly advertising, but rather spruiking its wares in weekly catalogues. Cute.

But around four years back, ALDI threw caution to the wind and kicked off its quirky ad campaigns including “Like Brands. Only Cheaper”, with all kinds of humorous characters.

The ad campaigns are developed in conjunction with creative agency BMF, which has been working with ALDI for 12 years.

The “Like Brands. Only Cheaper” ads originally aired in the UK but the campaign was so successful it was adapted to the Australian market, where consumers are loving the private-label food and groceries.

According to the AIS figures, ALDI spent $24.3 million on metropolitan and regional TV in the 12 months ending December, compared with $7.7 million in 2014, running at least five creative campaigns including “Back to School”, “Special Buys” and the “Supermarket Switch Challenge,” which chronicled ALDI “fans” in their quest to convert the diehard Coles and Woolies fans.

At the same time as ALDI started cranking up the heat, Coles cut back on metro TV ads in 2015 by 19 per cent, while Woolies’ metro TV budget fell 12 per cent, and regional dropped drastically by 46 per cent.

ALDI, which has annual sales of more than $6 billion, is now spending less on metro and regional press ads (down 72 per cent) in favour of television.

All three retailers downplayed the shift in ad spending, suggesting the figures were not meaningful and did not accurately reflect changes in the timing of campaigns and a move towards social media and direct marketing and away from mainstream channels, but analysts say the standout stats show intense competition firing up between the three.

“Marketing has been a part of ALDI Australia’s business since we opened our first stores in Australia in 2001. It began with our catalogue, which continues to be a priority channel, with many of our loyal customers eagerly awaiting its arrival each week to see what special buys are about to appear in store,” an ALDI Australia spokesperson told Fairfax.

“The scope of our program has expanded over the course of the last 15 years to include TV, digital, outdoor and radio, in line with our major competitors.”

Coles’ marketing spend appears to have been declining since 2013, when it spent $75.3 million relaunching its FlyBuys loyalty scheme and Coles credit cards and car insurance.

A spokesperson for Coles added, “Coles always looks to optimise our spend and ensure that our marketing responds to our customers’ needs,” while Woolies reps said its campaigns were all about telling custmers they offer “fresh food” and “great value”.

Please login with linkedin to comment

Latest News

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]

Bound Round Launches Family Travel Publication for Aussies
  • Media

Bound Round Launches Family Travel Publication for Aussies

Family travel platform Bound Round has announced the launch of its first e-magazine to Australian consumers. Travel Bound is a family-focused, digital quarterly publication available on all Virgin Australia flights through the carrier’s in-flight entertainment system, and is also available for consumer download via the Bound Round website. Bound Round founder and CEO Janeece Keller […]

SBS Unveils New Look, New App For SBS News
  • Media

SBS Unveils New Look, New App For SBS News

Do you like say "I only watch SBS" in an attempt to sound smarter than you are? Well, why not pretend to read this too?

by B&T Magazine

B&T Magazine
Ex-Samsung CMO Joins Amazon Australia As Marketing Director
  • Marketing

Ex-Samsung CMO Joins Amazon Australia As Marketing Director

Amazon Australia has appointed former Samsung Electronics chief marketing officer (CMO) Arno Lenior to lead its marketing division. Lenior worked as Samsung’s CMO for more than three years before departing in 2015. According to his LinkedIn profile, he has also held CEO roles at VR company Virtical and brand consultancy Blue Ocean Brands, and joined […]

by B&T Magazine

B&T Magazine
News Corp Names Its Car Of The Year
  • Marketing

News Corp Names Its Car Of The Year

News announces its annual Car Of The Year and it's not what you'd expect. Well, we certainly didn't expect it anyway.

Aussie Tennis Open & Country Road Announce New Partnership
  • Marketing

Aussie Tennis Open & Country Road Announce New Partnership

The Australian Open has partnered with iconic Australian clothing and lifestyle brand Country Road to supply the uniforms for next year’s tournament. Confirmed today as the official fashion lifestyle Partner of Australian Open 2018, one of Australia’s most loved brands will be worn by thousands of tournament staff at Melbourne Park in January. On-court officials including the chair and […]

Andrew O’Keefe Quits His Weekend Sunrise Duties
  • Media

Andrew O’Keefe Quits His Weekend Sunrise Duties

After 12 years with Weekend Sunrise, Andrew O’Keefe has decided to step away from his hosting and reporting duties. O’Keefe will continue his full-time role as host of Seven’s quiz show The Chase Australia, as well as focus on other projects with the Network. “The ideal job is doing work you love with people you love,” O’Keefe […]

Study: Brand Loyalty Hinges On Customer Support Experiences
  • Marketing

Study: Brand Loyalty Hinges On Customer Support Experiences

Fast and effective support will be a competitive differentiator for companies looking to win over digitally transformed customers and employees, new research has revealed. According to a study by IDC and LogMeIn titled Support Services as a Competitive Differentiator, nearly 67 per cent of consumers said that customer satisfaction was more important than price when […]

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform
  • Advertising
  • Media

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform

The Outdoor Media Association (OMA) has announced the appointment of Red Ant Design to build the out-oh-home (OOH) industry’s first automated proposal platform (APP). After an extensive global search and industry consultation, the decision to build the system in-house with a local Australian company was made. The APP will be built in an agile process, […]

Nick Ballard, Managing Director
Australia & New Zealand, BlisMedia
  • Marketing
  • Technology

Blis Unveils New Consumer Behaviour Analytics Tool For Maketers

Location data technology company Blis has launched an analytics tool that allows marketers to analyse consumer behaviour – from audience profiling, to exposure, to attribution – by capturing and activating mobile movement data. Smart Trends offers robust in-store consumer behavioural insights and in-store comparison of multiple location types and brands, allowing marketers to break down demographic, […]