‘Good Different’
ALDI

Australia’s supermarket duopoly was built on loyalty.

When ALDI entered the market, its way of doing business was seen as different, even strange.

The insight was that this difference wasn’t a weakness, it was the strategy.

I created Good Different to reframe ALDI’s model, turning what felt unfamiliar into something confident and valuable.

With a distinct tone and clear point of view, it positioned ALDI as a smarter alternative to traditional supermarkets, built on quality, simplicity and price.

Used across the entire business, it helped transform ALDI into one of Australia’s most trusted brands.

“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