There are plenty of myths about Aldi out in the market. And now the brand is aiming to break those misconception in a new ad.
The brand reached out to Aldi fans via Facebook to nominate themselves and a sceptic friend for the challenge; the basis of the new campaign from BMF. BMFÂ then chose a fan-sceptic pair from NSW, Queensland and Victoria.
It aims to address questions about Aldi that still exist in the market.
BMF planning director Ali Tilling said: "Answering those barrier ourselves wasn't enough. We wanted to use the genuine passion that exists for Aldi - a rare thing for any brand, let alone a supermarket - to challenge doubters to give us a go."
The campaign is integrated across the path to purchase: from TV and catalogue to radio, outdoor and point of sale.
BMF creative director Alex Derwin said: "There was always going to be an element of risk involved giving a voice to people who don't particularly get your brand. Fortunately we have a brave client, a great director and we were confident in the persuasive powers of an Aldi shopping trip."
