With Aldi Australia’s chief executive officer, Tom Daunt, describing his chain as the “piggy in the middle” of a price war between the two majors, Coles and Woolworths, you might have guessed that something was coming this week.

Aldi has done a lot discounting of late, and invested in extending its fresh produce, to help ease the pressure, but the big job of making it stand alone has been given to BMF.

Aldi’s agency has launched a new brand positioning with a campaign that celebrates Aldi’s differences.

The new company positioning, Good Different, encapsulates Aldi’s business model but its primary aim is obvious – to distinguish Aldi very clearly from competitors as it expands in Australia.

And the ad certainly does. Cut through, stand out – all those adwords apply – and applaud – BMF’s work.

“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,” BMF stated in its press release.

“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,” an Aldi Australia spokesperson added.

Stephen McArdle, BMF managing director added, “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.”

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.

Credits:

Agency: BMF

Executive Creative Director: Cam Blackley

Creative Director: Alex Derwin

Associate Creative Director: Rosita Rawnsley-Mason

Art Directors: Rosita Rawnsley-Mason & Nadia Ahmad

Copywriters: Tom Johnson & Millicent Malcolm

Designer: Matthew Hughes

Head of Planning: Hugh Munro

Executive Planning Director: Christina Aventi

Managing Director: Stephen McArdle

Group Account Director: Toby Hussey

Account Director: Hayley Basham

Agency Producer: Jenny Lee Archer

Production Company: The Sweet Shop

Director: Steve Ayson

Producer: Cindy Kavanagh

Executive Producers: Loren Bradley and Edward Pontifex

Managing Partner: Wilf Sweetland

Post Production: Arc Edit (offline) & Alt VFX (grade/online)

Editor: Peter Sciberras

Photographer: Gavin Johns

Art Buyer: Basir Salleh

Music Supervision: Level Two Music

Sound Production: Rumble Studios

DoP: Germain McMicking

Client: Aldi

Marketing Director: Mark Richardson

Marketing Manager: Lachlan Sweet