Aldi is doing loyalty very differently from its competitors. It’s running a competition with three years’ worth of FREE groceries up for grabs to for consumers who show they are proudly #ALDIcore.
The campaign by Ogilvy PR and BMF is looking for the most dedicated Australian shoppers who embrace Aldi’s Good Different lifestyle. Five runners up will also receive one years’ worth of groceries each.
The campaign, that runs across broadcast, digital, earned and influencer channels, asks consumers to “show or tell us how #ALDIcore you are to win via ALDIcore.com.au or by tagging @ALDIAustralia and using the hashtag #ALDIcore on TikTok, Insta and Facebook.”
Entrants are invited to share what makes them #ALDIcore. This could include anything from their unique ALDI recipes, highlighting their favourite Special Buys, showcasing a product they can’t live without, or even providing their best Good Different tips, tricks, and hacks – whatever makes them ALDI shoppers to the core.
Social competition creative reimagines the ALDI customer stories to inspire the ALDIcore to share their own ALDI pride:
Jenny Melhuish, marketing director, ALDI Australia, stated, “At its core this campaign celebrates the delight and diversity in our community of ALDI shoppers. There’s no single way to ALDI and surfacing those stories of tips and tricks, fave products and recipes is what makes the world of #ALDIcore so rich to explore – every customer has their own unique take on how and why their proud to be an ALDI shopper. That’s what #ALDIcore is all about. And that’s worth rewarding.”
ALDI has already highlighted the unique stories and pride of Australian shoppers, such as Phyllis, a 95-year-old who walks to her local store daily, and even Knoppers aficionado who literally got to wear her love for the snack on her sleeve.
Taking inspiration from true ALDI-isms, the competition is accompanied by the hero film and a series of smaller brand films:
“We are excited to shine a light on ‘ALDI-isms’ that for true ALDI shoppers – whether they’re new to our stores or have been shopping with us for years – will ring true. From nodding to our middle aisle maestros who might visit for bread and milk and leave with a whipper snipper, to the passion of product evangelists who embrace a [Good] Different way of shopping to get their hands on their fave items, it’s been great to turn the lens on the customers who choose the brand with pride each and every day,” Melhuish added.
Credits:
Client: ALDI Australia
Creative Concept: Ogilvy PR & BMF
PR & Earned Social: Ogilvy PR
Creative: BMF
Media: Zenith
Digital: Digitas
Influencer: Social Soup
