With Zenith and Digitas.
ALDI is celebrating Australia’s smartest grocery shoppers in a campaign via Bastion.
The ALDI IQ Test is a quiz designed to reveal Australia’s savviest shoppers. Participants receive an ALDI IQ to benchmark their shopping know-how.
“The smartest decision a shopper can make is simply choosing ALDI,” said ALDI Australia group director customer interactions, Simon Padovani-Ginies.
“The ALDI IQ test celebrates that choice, highlighting the everyday decisions our customers make to get great quality at an ALDI price. Shoppers can put their grocery know-how to the test and see how they stack up, shining a light on the behaviours that make shopping at ALDI such a rewarding experience.
“By turning those everyday choices into something interactive and shareable, we’re inviting more Australians to discover just how smart shopping at ALDI can be.”
Developed by Bastion in collaboration with Zenith and Digitas, ALDI IQ rolls out across Meta, TikTok, Reddit, YouTube and online video, supported by influencer and creator partnerships, as well as national radio and podcast integrations.
“The beauty of this idea is that it takes something Australians already love and believe about ALDI, uncompromising everyday value at the checkout and makes it participatory,” said Bastion head of social, Paul Isbell.
“It invites people to test what they know, share how they shop and celebrate the smart choices that make every trip feel like you’re getting ahead. ALDI IQ brings Good Different to life in a way that feels both entertaining and unmistakably ALDI, putting the brand in a position of strength to empower its customer to shop smarter.”
The campaign launches nationally from April 19, 2026.
“Helping Australians sharpen their shopping smarts should feel like a national moment and over the next 10 weeks, ALDI IQ will be impossible to miss,” said Zenith Australia business director, Ryan Varley.
“Backed by a bold, high-impact media rollout, the campaign will show up wherever Aussies are watching, scrolling and listening. With plenty of surprises along the way, we’re inviting the nation to get involved and answer the question ‘what’s your ALDI IQ?’”
CREDITS:
Client: ALDI Australia
Creative Agency: Bastion
Director: Will Horne
Sound: MassiveMusic
Media Agency: Zenith Australia
Digital Agency: Digitas Australia
