While ALDI’s competitors make Aussies chase one-off price discounts, ALDI’s “discounts” are just the everyday ALDI price. BMF continues to make this a welcome promise in the newest iteration of its ALDI Prices platform, standing out in the crowd again with the brand’s signature humour. The campaign launches shortly after a government enquiry into the other big two supermarkets’ discounting practices – which found them to be less than honest.

Simon Koay, creative director, BMF, noted, “You don’t have to rush for an ALDI Price, it’ll be there next week, and the week after. That’s a genuinely different thing to say, and it’s only possible because it’s true. It’s one of many proof points that support our overarching price promise to shoppers, which we continue to bring to in a Good Different way.”

Jenny Melhuish, marketing director, ALDI Australia, stated, “The strength of the ALDI Price Promise has never been more relevant. In a grocery landscape where value feels increasingly uncertain, ALDI offers something genuinely Good Different. Australians know that when they see an ALDI Price, it’s not a moment to catch or a deal to chase. It’s our enduring commitment to quality and value, not just sometimes, but every single time they shop with us.

“Our shoppers never have to time their visit or chase a deal to get the best out of ALDI. That’s the whole point. ALDI Prices are there all the time, so you can shop with complete confidence, knowing you’re getting high quality products at low prices without having to think twice. That’s what we’re here to remind Australians of.

The ALDI Prices campaign sits under the supermarket’s long term brand platform, Good Different, and is running across TV, OLV, BVOD, social, radio, audio partnerships, owned channels (catalogue, website, eDMs, in store POS), OOH, and individual formats.

Credits
Client: ALDI Australia
Creative Agency: BMF
Media Agency: Zenith
PR Agency: Ogilvy PR
Digital agency: Digitas
Production Company (Film): Revolver
Director: Andreas Nilsson
Production Company (Stills): Artboxblack
Photographer: Jo Duck