ALDI Australia: Only the Brave: How ALDI embraced haters to convert thousands

Ali Tilling, Hugh Munro, Christina Aventi
BMF

Only the brave

How Aldi's 'Supermarket Switch Challenge' embraced Haters to convert thousands

ALDI is a supermarket of oxymorons

It's a grocery meets variety store, a place where buying milk and bread with a side of unicycle is not unheard of.

It's a place that incites love and hate in almost equal measure:

"I JUST LOVE IT, WHAT WOULD WE DO WITHOUT IT"

"I JUST CAN'T HELP BUT TELL PEOPLE ABOUT THE PRICES... I BRAG ABOUT HOW MUCH I SAVE... I TELL MY SISTER-IN-LAW, YOU DON'T KNOW WHAT YOU'RE MISSING OUT ON"

"IT'S FOR CHEAPSKATES. I'M SORRY BUT IT IS"