ALDI has continued its ‘Good Different’ positioning with an integrated campaign via its creative agency, BMF.
The campaign celebrates another key difference between ALDI and the supermarket competition. Namely, ALDI doesn’t have a reward scheme, they just save you more money than anyone else.
Shoppers often feel loyalty schemes are a good way to save money, when in truth it’s a trick designed to make you spend more.
BMF executive creative director Alex Derwin said: “When it costs you $356,000 in groceries to earn enough points for an outdated laptop, something’s not right.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, BMF’s general manager, ALDI says, “Loyalty schemes are a bit like 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.”
ALDI Australia marketing director, Mark Richardson said, “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 ‘Pointless Points’ campaign launched on Sunday and will appear on TV, in OOH, online, social, in store and catalogue.
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