Aldi is a successful challenger brand in Australia, in particular to the country's "big two" retailers, Coles and Woolworth's. So, the German company's new repositioning campaign in the country plays on the fact that it's different, but "good different."
To introduce the new tagline, a TV spot by BMF shows a woman performing a dance routine on her shopping cart in an Aldi parking lot -- before she stops to stack it up and receive her coin back. The voiceover reminds us that Aldi customers are "Australia's most satisified customers three years in a row -- even though you need a coin for your trolley." Steve Ayson at The Sweet Shop directed the ad.
It's an interesting approach -- and, in trying to make a virtue out of its quirks, reminds us also of what TK Maxx is trying to do in the U.K.
The "Good Different" tagline is being rolled out this week as part of Aldi's biggest integrated campaign in 16 years of operation in Australia. It will also include OOH advertising and 30 more TV ads to come this year.
Stephen McArdle, BMF managing director, commented in a statement: "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 Australia'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 realized 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."