BMF’s work for Aldi continues to stand out from its competitors. The partners’ Good, Different positioning has just taken a new road lined with humour to pit Aldi against competitors’ reward schemes. Essentially, Aldi doesn’t have one. Instead, it’s cheaper.

In Good, Different terms that looks like this:

BMF executive creative director, Alex Derwin, commented, “When it costs you $356,000 in groceries to earn enough points for an outdated laptop, something’s not right. While we all suspect that loyalty schemes don’t provide value for money, there’s something deeply psychological in our devotion to the points. It needed to be called out, and there’s nobody better to do it than Aldi. “

Paul Coles, BMF’s general manager, Aldi, added, “Loyalty schemes are a bit like stamp collecting. You’ll spend loads of time and money building your collection, hoping that one day you’ll trade them for a fortune. But that day never comes and you realise you just wasted all your weekends attending swap meets. Aldi doesn’t do loyalty schemes, because it would stop them being able to give shoppers the lowest possible prices – simple.”

Aldi Australia marketing director, Mark Richardson noted, “Aldi has a different point of view on loyalty. In the 17 years we’ve been operating in Australia, we’ve created a loyal following of customers by offering consistently low prices and great quality goods. Customers continually tell us that this is what matters most to them.”

The Pointless Points campaign is running on TV, in OOH, online, social, in-store and catalogue.

Credits:

Agency: BMF

Executive Creative Director: Alex Derwin

Creative Directors: David Fraser & Dantie Van Der Merwe

Art Directors: Simon Koay

Copywriters: Justin Butler & Lisa Down

Designers: Lincoln Grice, Fiona McLeod & Sammy Hall

Executive Planning Director: Christina Aventi

Head of Planning: Alison Tilling

Strategic Planner: Kellie Box

Managing Director: Stephen McArdle

General Manager Aldi: Paul Coles

Group Account Director: Aisling Colley

Account Director: Rose Flowers

Senior Account Manager: Olivia Morbey

Agency Producer: Jenny Lee Archer

Production Company: Rabbit Content

Director: Jeff Low

Executive Producer: Alex Hay

Production Art Director: Loretta Cosgrove

Post Production: Blackbird

Editor: Adam Wills

Art Buyer: Karen Liddle

Sound Design and Audio Production: Rumble Studios

DoP: Geoffrey Simpson