ALDI Australia has launched a new social creative content campaign, ALDI IQ, celebrating the nation’s smartest grocery shoppers and reinforcing the brand’s belief that shopping with ALDI is a clear sign of shopping smarts via Bastion.
Bastion won ALDI Australia on a project basis in 2025.
At the centre of this social first campaign is the ALDI IQ Test, a fast and fun quiz designed to reveal Australia’s savviest shoppers.
Participants receive an ALDI IQ score creating a simple and shareable way to benchmark their shopping know-how. Think ‘Apprentice’ as a work in progress, ‘Rising Star’ as a shopper with real potential, ‘Expert’ as a confident aisle whisperer, and ‘Genius’ as a true ALDIcore champion who sets the gold standard.
Simon Padovani-Ginies, group director customer interactions, ALDI Australia said: “The smartest decision a shopper can make is simply choosing ALDI. The ALDI IQ test celebrates that choice, highlighting the everyday decisions our customers make to get great quality at an ALDI price. Shoppers can put their grocery know-how to the test and see how they stack up, shining a light on the behaviours that make shopping at ALDI such a rewarding experience. By turning those everyday choices into something interactive and shareable, we’re inviting more Australians to discover just how smart shopping at ALDI can be.”
The campaign is supported by a content series featuring real ALDI customers from across the country, identified as “Grocery Geniuses,” who show just how ALDIcore they are, maximising value without compromising on quality.
Paul Isbell, head of social at Bastion, who led the campaign’s creative and social strategy, said: “The beauty of this idea is that it takes something Australians already love and believe about ALDI, uncompromising everyday value at the checkout and makes it participatory. It invites people to test what they know, share how they shop and celebrate the smart choices that make every trip feel like you’re getting ahead. ALDI IQ brings Good Different to life in a way that feels both entertaining and unmistakably ALDI, putting the brand in a position of strength to empower its customer to shop smarter.”
Developed by Bastion in collaboration with Zenith and Digitas, ALDI IQ rolls out across Meta, TikTok, Reddit, YouTube and online video, supported by influencer and creator partnerships, as well as national radio and podcast integrations.
Ryan Varley, business director at Zenith Australia, said: “Helping Australians sharpen their shopping smarts should feel like a national moment and over the next 10 weeks, ALDI IQ will be impossible to miss. Backed by a bold, high-impact media rollout, the campaign will show up wherever Aussies are watching, scrolling and listening. With plenty of surprises along the way, we’re inviting the nation to get involved and answer the question ‘what’s your ALDI IQ?’”
The campaign is designed to translate ALDI’s ‘Good Different’ positioning into a participatory experience, with shaping a social-first approach that puts customers at the centre of the idea. ALDI IQ builds on the supermarket’s long-term brand platform ‘Good Different’, translating its value credentials into an interactive experience that rewards smart shopping behaviours.
The campaign launches nationally from 19 April 2026.
CREDITS:
Client: ALDI Australia
Creative Agency: Bastion
Director: Will Horne
Sound: MassiveMusic
Media Agency: Zenith Australia
Digital Agency: Digitas Australia
