Aldi & BMF Cleverly Convert Skeptics Into Fans

05/08/2015

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05/08/2015

The premise of ALDI’s latest campaign via BMF is simple: use ALDI’s biggest fans, to convert its strongest sceptics

We know there are still plenty of myths, preconceptions and questions about ALDI out there.

Will they have any Australian-made stuff? Isn’t it all cheap packaged goods? Is it worth the savings? And of course the question on everyone’s lips… why is there everything from ski gear to cement mixers along with the groceries?

“Answering those barriers ourselves wasn’t enough. We wanted to use the genuine passion that exists for ALDI – a rare thing for any brand, let alone a supermarket – to challenge doubters to give us a go. Thousands of ALDI fans answered our Facebook call-out, nominating themselves and a ‘sceptic’ friend, relative or partner for the challenge. We chose a fan-sceptic pair from NSW, Queensland and Victoria,” explains BMF planning director, Ali Tilling.

Introducing the ALDI Supermarket Switch Challenge.

</iframe “There was always going to be an element of risk involved in giving a voice to people who don’t particularly get your brand. Fortunately we have a brave client, a great director, and we were confident in the persuasive powers of an ALDI shopping trip,” said BMF creative director, Alex Derwin. The challenge campaign is integrated across the path to purchase: from TV and catalogue to radio, outdoor and point of sale. Each channel is used to best effect, with some adding depth to the story of each pair and some challenging people to reconsider ALDI while they’re on their shopping trip. All the sceptics were surprised by ALDI’s offering: its quality, Aussie-made goods, range and overall great value. And as Queensland sceptic, Dan said of his conversion: “You can’t argue with the price, right?”