ALDI has something other supermarkets don’t. Fans.
In a year when other supermarkets were scrambling to turn the volume down on customer sentiment, we cranked ours to 100 – letting our fans highlight what makes ALDI a [Good] Difference worth buying into. ALDI's legion of loyalists champion the brand organically, their passion echoing from dinner tables to backyard BBQs and office water coolers nationwide.
Igniting a movement to unleashing the power of the #ALDIcore
We harnessed the existing proud subculture of Aussie ALDI fans, gave them a name – ALDIcore – and ignited a movement of people who ‘ALDI’ not just in store, but in life as well. We rewarded existing ALDI lovers and converted even more to the cause by celebrating people’s passion for ALDI and how they embrace the ‘Good Different’ lifestyle every day. In a year when the grocery sector faced unprecedented scrutiny and dwindling trust, we amplified the voices already singing ALDI's praises to let social proof do the talking.
Brand for Me
NPS