ALDI Australia has launched the next iteration of its ‘ALDI Prices’ platform, reinforcing that when you have quality goods at genuinely low prices every day, all the time, not just sometimes, you don’t have to chase one off discounts.
Jenny Melhuish, marketing director of ALDI Australia and many time CMO Power List inductee, said: “The strength of the ALDI Price Promise has never been more relevant. In a grocery landscape where value feels increasingly uncertain, ALDI offers something genuinely Good Different. Australians know that when they see an ALDI Price, it’s not a moment to catch or a deal to chase. It’s our enduring commitment to quality and value, not just sometimes, but every single time they shop with us.”
The new campaign builds on what ALDI has always stood for, quality products at genuinely low prices, no gimmicks, no games, just the confidence that comes from knowing your shop will cost what it should, every time.
“Our shoppers never have to time their visit or chase a deal to get the best out of ALDI. That’s the whole point. ALDI Prices are there all the time, so you can shop with complete confidence, knowing you’re getting high quality products at low prices without having to think twice. That’s what we’re here to remind Australians of,” says Ms Melhuish.
Simon Koay, creative director, BMF, adds: “You don’t have to rush for an ALDI Price, it’ll be there next week, and the week after. That’s a genuinely different thing to say, and it’s only possible because it’s true. It’s one of many proof points that support our overarching price promise to shoppers, which we continue to bring to in a Good Different way.”
Created by BMF, the ALDI Prices campaign sits under the supermarket’s long term brand platform ‘Good Different’ and rolls out across TV, OLV, BVOD, social, radio, audio 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
