B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • Pinterest
  • B&T Women in Media
  • Thinkerbell
  • AFL
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • AI
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: ALDI Challenges ‘The Unconvicibles’ To Switch In New Campaign From BMF
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > ALDI Challenges ‘The Unconvicibles’ To Switch In New Campaign From BMF
Advertising

ALDI Challenges ‘The Unconvicibles’ To Switch In New Campaign From BMF

Luciana Borges
Published on: 2nd June 2016 at 3:48 PM
Luciana Borges
Share
3 Min Read
SHARE

Last year ALDI launched the ‘Supermarket Switch Challenge’, a campaign that put real people who had expressed a dislike for ALDI and its quirks, as the stars of its advertising. A friend or family member who loved ALDI, attempted to convert their sceptic, and it worked. So much so, that 661,000 new households started shopping ALDI and the campaign proved to be the most effective to date.

To build on the success of the original campaign, it was time to find even more extreme ALDI sceptics – a group of seemingly un-switchable shoppers.

Introducing: ‘The Unconvincibles’, a group of Australian grocery shoppers that have the most extreme negative attitudes towards ALDI. They’re the kind of people who say “I’d never shop at ALDI” and are quite good at giving seemingly rational reasons why. But when you scratch the surface, these reasons don’t stack up.

“It was actually quite tricky finding people who are such staunch rejecters of ALDI. We did a call-out on Facebook, did street casting and ran focus groups, but most people were simply too easy to convert. In the end, we found four Unconvincibles that each had their own idiosyncratic reasons for never shopping at ALDI. While these barriers were deal-breakers for them, they actually reflect the more widely-held misconceptions about ALDI amongst Australian shoppers,” explains BMF head of planning, Hugh Munro.

“Unscripted ads are great fun to make, especially with characters as vocal as this. Their awkward pauses and the offhand comments give the campaign an authenticity other retailers won’t go near. For ALDI to let its fiercest critics call them out on national TV – never knowing whether they’d be be able to switch them or not – is a real statement,” says BMF Group Account Director, Toby Hussey.

ALDI marketing director, Sam Viney, adds, “Tackling the misconceptions and doubts about ALDI proved very effective. So we went at it again, going deeper and challenging the ultimate sceptics. After all, if we can persuade our most hardened critics, I am sure we will convince even more Australians to shop at ALDI.”

The new campaign is integrated across the path to purchase: from TV and catalogue to digital, print, and point of sale.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Samsung, Thinktank Social
Share

Latest News

Telstra Launches One-Off Ad During State Of Origin Decider
11/07/2025
Clemenger BBDO Sydney office.
Agency Scorecard: Clemenger BBDO
11/07/2025
Matt Coote.
Matt Coote Takes New Senior Role At GumGum
11/07/2025
Spenser Skates.
Amplitude Acquires Kraftful To Embed AI-Native Voice Of Customer Capabilities
11/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?