For the first time, ALDI Australia is giving away three years’ worth of groceries to the most #ALDIcore Aussie shopper, while five runners-up will each win one year’s worth of groceries.
The integrated campaign, spanning broadcast, digital, earned, and influencer channels, invites consumers to show or tell how #ALDIcore they are for a chance to win. Participants can enter via ALDIcore.com.au or by tagging @ALDIAustralia and using the hashtag #ALDIcore on TikTok, Instagram, and Facebook. Full details can be found on the campaign site.
Running from June 30 to July 27, the competition is open to all ALDI shoppers, or “Knopper-can’t-stoppers,” who proudly shop at ALDI their own way. Entry is simple: customers are asked to share what makes them #ALDIcore. This could include unique ALDI recipes, favorite Special Buys, must-have products, or their best Good Different tips, tricks, and hacks – anything that shows they are ALDI shoppers to the core.
The social competition reimagines ALDI customer stories and hopes to inspire the #ALDIcore community to share their own ALDI pride.
The ALDIcore competition and brand campaign highlight ALDI’s commitment to savings, delivering $3.4 billion in savings to Australians in 2023. ALDI’s quality and value offerings have earned it the title of best supermarket by Roy Morgan for four consecutive years, along with hundreds of other supermarket awards since opening in 2001.
Jenny Melhuish, Marketing Director at ALDI Australia, says, “At its core, this campaign celebrates the delight and diversity in our community of ALDI shoppers. There’s no single way to ALDI, and surfacing those stories of tips and tricks, favorite products, and recipes is what makes the world of #ALDIcore so rich to explore. Every customer has their own unique take on why they’re proud to be an ALDI shopper. That’s what #ALDIcore is all about, and that’s worth rewarding.”
Celebrating the ALDIcore community, who embody a Good Different DNA in both their shopping habits and daily lives, is at the heart of this campaign. ALDI has already highlighted the unique stories and pride of Australian shoppers, such as Phyllis, a 95-year-old who walks to her local store daily, and even a Knoppers aficionado who literally wore her love for the snack on her sleeve.
Drawing inspiration from true ALDI-isms, the competition is accompanied by brand films showcasing the passion of ALDI shoppers.
Melhuish adds, “We are excited to shine a light on ‘ALDI-isms’ that, for true ALDI shoppers – whether new to our stores or long-time patrons – will ring true. From nodding to our middle aisle maestros who might visit for bread and milk and leave with a whipper snipper, to the passion of product evangelists who embrace a [Good] Different way of shopping to get their hands on their favorite items, it’s been great to turn the lens on the customers who choose the brand with pride each and every day.”
