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ALDI’s “Good Different” campaign

Aldi groceryALDI Australia has launched its latest campaign, Good Different, which recognises the supermarket retailing’s differences and challenges in Australia.

It pinpoints all aspects of the grocery giant business, from product sourcing, to supplier relationships and the customer experience.

It also encapsulates ALDI’s business model and will ensure the supermarket continues to set itself apart from competitors as it expands in Australia.

“Good Different isn’t just a new tagline for ALDI Australia – it’s our way of summing up our philosophy and approach to all aspects of our business,” said Tom Daunt, CEO of ALDI Australia. “After 16 years of establishing ourselves as a trusted place for the weekly shop, it’s now time for us to build on this success and tell Australians what makes us different, and why we will continue to be different.”

“ALDI Australia is unapologetically different – and that’s a good thing for shoppers. We are proud of our differences and we stand by them wholeheartedly, as they are what allows us to bring unbeatable value to our customers, maintain strong relationships with our suppliers and support our staff every day.”

The announcement of the Good Different repositioning comes as ALDI fast approaches 10% national market share. It is investing hundreds of millions of dollars into new stores and store refurbishments, an aggressive price reduction strategy and expanding its range to bring even greater choice and convenience to its customers.

This year they will refurbish 50 stores on the eastern seaboard with a fresh new look. This includes better product displays, improved navigation and an updated interior store design. In the past 12 months. They have also grown its range by about 100 new products and is continuing to expand in its meat, fruit and vegetable, chiller and healthy categories.

ALDI’s fundamental point of difference is its market leadership on price. In 2016, they reduced prices on almost half (603) of its every day grocery range. In the first months of 2017 alone, this has resulted in an investment of over $75 million (annualised retail value) into lowering the prices of its every day grocery range for consumers.

“While other supermarkets might offer temporary markdowns and promotional pricing, ALDI’s unique promise of permanently low prices saves shoppers both time and money. We encourage shoppers to review their grocery list and head to their local ALDI, where they’ll be pleasantly surprised by just how much they can save, any day of the week,” Daunt said.

They have been repeatedly recognised as having the most satisfied customers with several awards. This includes receiving Canstar’s Most Satisfied Customers award in 2011, 2012, 2014, 2015 and 2016, Roy Morgan Supermarket of the Year in 2011, 2012, 2014, 2016 and 2016 Australian Retailer of the Year.

The supermarket giant said they are privileged to not only have great customers, but also loyal fans, and are committed to helping their shoppers stretch their budget further without ever compromising on quality. They also value feedback from their customers and ALDI Testers club uses their toughest critics, which is their customers, to make their award- winning products even better.

From South African food to power tools and ski gear, Wednesdays and Saturdays are special at ALDI. Special Buys have been a key part of the grocery, offering since they opened in Australia in 2001. Each Wednesday and Saturday different Special Buys arrive in store, a diverse collection that helps their customers get the best value on products that support their passions and interests, whether that’s skiing, gardening, cooking, entertaining or a number of other themes.

ALDI is now serving more customers weekly than ever before. Since stores opened in South and Western Australia in 2016, 30.7% of the state in South Australia visited an ALDI store and in Western Australia, 28.5% of the state visited our stores. To date, ALDI’s expansion has captured 4.2% market share in South Australia and 3.1% in Western Australia, with increased competition benefitting consumers, suppliers and other retailers.

They also plan to expand their community involvement through a national partnership that aligns with their ethos. In 2017, ALDI launched its first national sponsorship of the Football Federation Australia’s ALDI MiniRoos. Their goal is for it to become Australia’s premier junior sports program and they are working with Football Federation Australia to grow the team both on and off the field.

The new Good Different positioning will be introduced to consumers nationally this week, as part of ALDI’s biggest brand campaign in 16 years of operation in Australia. It will appear in store advertising, online and in more than 30 new TV advertisements due to launch this year.

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