Executive Summary
ALDI is proudly Good Different. In the past our highly effective brand platform has been used to demystify how we help shoppers save. However, in a world of high low pricing and shiny loyalty rewards cards offered by our competitors, true value is becoming harder and harder for shoppers to decode. This is the story of how Good Different helped us take on the misleading and minimal benefits offered by these 'saving schemes' and cement ALDI as the value leader in the category. The work delivered an increase in sales, and an outstanding ROI.