ALDI’s biggest problem was also the answer.
It was different.
Good Different.
A brand platform. A voice. A way of behaving.

It helped take ALDI to #1 most trusted brand.
Three years as Australia’s Most Effective Advertiser.
Grand Effie for long-term effectiveness.

“This is not just a new tagline for ALDI Australia, it’s our philosophy across the entire business.”
— Tom Daunt, CEO, ALDI Australia

Created in collaboration with BMF.
2020 & 2024 Grand Effie for effectiveness