ALDI had improved its fresh produce, but it had a trust problem.

For many shoppers, a bad experience at Coles or Woolworths was bad luck. At ALDI, it was proof the brand wasn’t good enough.

I created Campaign for One, built around a single ALDI rejector who had sworn off the brand after a mouldy strawberry. Instead of telling Australia the fresh range had improved, we set out to prove it to her.

Her world became the campaign, turning one person’s conversion into a public proof point for the many.

Created in collaboration with BMF.