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Aldi & BMF Cleverly Convert Skeptics Into Fans


The premise of ALDI’s latest campaign via BMF is simple: use ALDI’s biggest fans, to convert its strongest sceptics

Aldi & BMF Cleverly Convert Skeptics Into Fans

We know there are still plenty of myths, preconceptions and questions about ALDI out there.

Will they have any Australian-made stuff? Isn’t it all cheap packaged goods? Is it worth the savings? And of course the question on everyone’s lips… why is there everything from ski gear to cement mixers along with the groceries?

“Answering those barriers ourselves wasn’t enough. We wanted to use the genuine passion that exists for ALDI – a rare thing for any brand, let alone a supermarket – to challenge doubters to give us a go. Thousands of ALDI fans answered our Facebook call-out, nominating themselves and a ‘sceptic’ friend, relative or partner for the challenge. We chose a fan-sceptic pair from NSW, Queensland and Victoria,” explains BMF planning director, Ali Tilling.

Introducing the ALDI Supermarket Switch Challenge.


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Genres: Comedy, Storytelling

Categories: Supermarkets, Retail and Restaurants

BMF, Wed, 05 Aug 2015 04:33:57 GMT