Aldi: The Campaign for One

Aldi, a supermarket chain, increased brand perception and sales of its fresh produce in Australia by launching a real-life intervention to show a disgruntled customer, and the rest of Australia, how much it had improved.

Summary

After 19 years, ALDI no longer just had 'lovers' and 'haters'. We had to break that binary mental model, the hater was within. For many, they liked bits of ALDI but past poor experiences with produce and meat had stopped them doing a fuller, fresher