BMF Unveils New Brand Positioning For ALDI With ‘Good Different’

BMF Unveils New Brand Positioning For ALDI With ‘Good Different’
SHARE
THIS



ALDI Australia has launched its new brand positioning with a campaign that celebrates its differences via BMF.

The new company positioning, ‘Good Different’, encapsulates ALDI’s business model and will ensure the brand continues to distinguish itself from competitors as it expands in Australia.

‘Good Different’ isn’t just a new tagline for ALDI Australia, it sums up ALDI’s philosophy and approach. It’s what has made ALDI different and will continue to make them different. ALDI isn’t like other supermarkets, from its business model, product offering, supplier relationships to its shopping experience.

Stephen McArdle, BMF Managing Director added, “ALDI has always been a very different proposition to the big two, and for a long time that felt like a barrier to the brand becoming part of Australian’s weekly shopping routine.

“But in truth, it’s these quirks and differences that make ALDI a brilliantly refreshing antidote to the Colesworth duopoly. Most shoppers have now realised this and we’re shouting it from the rooftops with a voice as’Good Different’ as the shopping experience itself, so the rest of Australia can come join them.”

Alex Derwin, BMF creative director explained: “People already know that ALDI has the lowest prices, but there is a whole treasure trove of interesting things they don’t know.

“‘Good Different’ works because it comes straight from the brand’s DNA – it’s evident in ALDI’s business model, the way they source products, and the way they treat their staff and suppliers. Creatively it shows a brand that’s confident in its own skin. They have a personality, a point of view, and plenty of interesting things to say.”

An ALDI Australia spokesperson said, “Australians already know that ALDI has the lowest prices. Now we want to help them understand how. The truth is that we are able to offer the lowest prices because our business DNA is fundamentally different to our competitors.

“These differences deliver us savings, that we pass onto our customers, all without compromising on quality. It is not often that we tackle such rational topics in marketing. Fingers crossed, we’ve been able to inform and entertain at the same time.”

Please login with linkedin to comment

Aldi BMF Good Different

Latest News

QMS’ Jemma Enright Talks The Company’s Plans For The City Of Sydney’s $300M Outdoor
  • Media

QMS’ Jemma Enright Talks The Company’s Plans For The City Of Sydney’s $300M Outdoor

Back in June 2020, QMS pulled off a major coup, snaring the City of Sydney’s outdoor assets away from rival JCDeceaux in a 10 year deal reported to be worth $300 million. COVID has made the changeover and erection of new street furniture challenging, but here B&T chats with Jemma Enright who joined the business […]

by B&T Magazine

B&T Magazine
Two M&C Saatchi Creatives Talk Making Art To Stay Fresh
  • Opinion

Two M&C Saatchi Creatives Talk Making Art To Stay Fresh

M&C Saatchi creatives Sam Rowlands and Jason Leigh talk about their personal creative pursuits, and how it informs their advertising. Then they decided that, as they hadn’t seen each other in a long time, they’d prefer to interview each other… Sam Rowlands — art director/painter/sculptor/fashion designer (as interviewed by Jason Leigh) Sam forgot about our […]

Opinion

by B&T Magazine

B&T Magazine
Michael Speakman Joins Esports Organisation ORDER As Head Of Commercial
  • Marketing
  • Technology

Michael Speakman Joins Esports Organisation ORDER As Head Of Commercial

Esports organisation ORDER has announced the appointment of  Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]

Hivestack Expands US Footprint With Clear Channel Outdoor Partnership
  • Media

Hivestack Expands US Footprint With Clear Channel Outdoor Partnership

Hivestack, the leading global programmatic digital out of home (DOOH) ad tech company today announced a partnership with Clear Channel Outdoor Americas (CCOA), the US based business of Clear Channel Outdoor Holdings: one of the world’s largest outdoor advertising companies. Through this new partnership, CCOA will offer advertisers a way to buy DOOH inventory programmatically […]

Samsung Announces Finalists For UNDSCVRD Tiktok Docu-Series
  • Campaigns
  • Technology

Samsung Announces Finalists For UNDSCVRD Tiktok Docu-Series

Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]

Indie Agency Kaimera Expands With New Hires
  • Marketing

Indie Agency Kaimera Expands With New Hires

Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]

Nine’s Love Island Australia Gets Premiere Date
  • Media

Nine’s Love Island Australia Gets Premiere Date

The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]