While Coles and Woolies slug it out with lures like ½ price specials and one-off discounts in store as well as loyalty incentives behind the scenes, Aldi continues to simply keep its prices low. And it’s this “good different” that its agency, BMF has been highlighting since October.

Aldi’s newest campaign continues to inject humorous hyperbole into everyday scenes to make its point and make sure that people relate to it, this time featuring a woman whose cupboard is overflowing with half-price tuna.

 Paul Coles, BMF general manager, Aldi, commented, “The beauty of Aldi’s everyday low prices is that you’ll save money no matter what you buy – it certainly takes the stress out of keeping your grocery bill down. Plus, you’ll avoid ending up with a cupboard full of half-price tuna.”

The campaign launched on Sunday and will appear on TV, in OOH, online, social, in-store and catalogue.

Here’s Aldi’s response to its competitors’ loyalty programmes:

BMF: Aldi’s loyalty reward is humorously good, different too

Credits:

Agency: BMF

Executive Creative Director: Alex Derwin

Creative Directors: David Fraser & Dantie Van Der Merwe

Copywriters: Justin Butler, Lisa Down

Art Director: Simon Koay

Designer: Lincoln Grice, Matty Hughes

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, Hayley Basham

Senior Account Manager: Olivia Morbey, James Arnold

Agency Producer: Jenny Lee Archer

Art Buyer: Basir Salleh

Production Company: Rabbit Content

Director: Jeff Low

Executive Producer: Alex Hay

Production Art Director: Loretta Cosgrove

DoP: Geoffrey Simpson

Post Production: Blackbird    

Editor: Adam Wills

Sound Design and Audio Production: Rumble Studios