ALDI Australia has unveiled ‘ALDI Prices’ to sit alongside the supermarket’s long-term brand platform ‘Good Different’. In a release ALDI Australia said it was to reinforce that “ALDI isn’t just where prices are lower, it’s where real value lives.”
“An ALDI Price isn’t just a number on a shelf, it’s our promise to Australians that guarantees uncompromising value at the checkout every single time they shop with us. What makes an ALDI Price so distinctly ‘an ALDI Price’ is how exceptional quality products and everyday low prices co-exist to consistently deliver the best value for our customers,” said Jenny Melhuish, marketing director, ALDI Australia.
ALDI also stated that its newest brand platform doubles down on what the supermarket has always stood for, quality products at prices Australians can trust, without the frills or gimmicks.
“Our shoppers never have to doubt an ALDI Price when they see it on the shelf or rush to try and catch one, because our Price Promise to Australians means that ALDI will never be beaten on the cost of the weekly shop. The proof is really in the ALDI Prices, with two-thirds of our everyday range under $5. It means customers can shop at ALDI with the utmost confidence that they are getting high quality products at everyday low prices, all year round,” added Melhuish.
“Low prices have always underpinned our work for ALDI. But this year, we’re elevating price leadership from being a supporting message to the organising principle, making ALDI Prices the backbone of everything we do. It’s not a pivot; it’s proof of the strength and longevity of Good Different,” added Aisling Colley, managing director, BMF.
Created by BMF, ‘ALDI Prices’ will sit under the supermarket’s long-term brand platform ‘Good Different’ and roll out across a series of campaigns on TV, OLV, BVOD, social, radio, PR, partnerships, owned channels (catalogue, website, eDMs, in-store POS), OOH, and bespoke formats.
Credits:
Client: ALDI Australia
Creative Agency: BMF
Media Agency: Zenith
PR Agency: Ogilvy PR
Digital agency: Digitas
Production Company (Film): Revolver
Director: Andreas Nilsson
Production Company (Stills): Artboxblack
Photographer: Jo Duck
