ALDI Unveils New 'Good Different' Brand Positioning via BMF
ALDI Australia has today launched its new brand positioning with a campaign via BMF that celebrates its differences.
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. All of this saves customers time and money.
Says a spokesperson from ALDI: "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."
Says Stephen McArdle, managing director, BMF: "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."
Says Alex Derwin, creative director, BMF: "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."
The new Good Different positioning will be introduced to consumers nationally this week, as part of ALDI's biggest fully integrated brand campaign in 16 years of operation in Australia. It will appear in store advertising, OOH, online and in more than 30 new TV advertisements due to launch this year.
Marketing Manager: Lachlan Sweet
Marketing Director: Mark Richardson
Creative Agency: BMF Australia
Creative Director: Alex Derwin
Copywriter: Tom Johnson and Millicent Malcolm
Art Director: Rosita Rawnsley-Mason and Nadia Ahmad
Producer: Jenny Lee Archer
Executive Creative Director: Cam Blackley
Group Account Director: Toby Hussey
Managing Director: Stephen McArdle
Designer: Matthew Hughes
Art Buyer: Basir Salleh
Executive Planning Director: Christina Aventi
Account Management: Hayley Basham
Associate Creative Director: Rosita Rawnsley-Mason
Production Company: The Sweet Shop
Executive Producer: Loren Bradley and Edward Pontifex
Director: Steve Ayson
DOP: Germain McMicking
Producer: Cindy Kavanagh
Managing Director: Wilf Sweetland
Editor: Peter Sciberras
Post Production / VFX
Post Production Company: Arc Edit (offline) and Alt VFX (grade/online)
Music Supervision: Level Two Music
Sound Design: Rumble Studios
Print / OOH
Photographer: Gavin Johns