By John Glenday, Reporter

February 20, 2023 | 2 min read

Aldi is reaching out to Australian grocery shoppers by repositioning itself as the first port of call for the weekly shop.

Acknowledging that promiscuous shoppers will gladly flirt or even step down the aisle with its rivals, the budget grocer has declared itself to be okay with an open relationship with ‘Shop Aldi First’.

Born out of new research indicating that 45% of Australians are creatures of habit, frequenting the same supermarket chains as their parents, the campaign seeks to open the eyes of unadventurous shoppers to the potential savings available elsewhere.

Jenny Melhuish, marketing director at Aldi Australia, commented: “We know consumer shopping habits are such that few people only shop at one place. You might have a particular bakery that you get a croissant from in the mornings, or you might need smoked herring paste for a very specific recipe. But true savings are made when you make Aldi your first shop.”

The Aldi research suggests that times may now be changing with 78% of Australians shaking up their retail routines over the past year, with 21% considering jumping stores to save cash as the cost of living crisis bites.

The nationwide television campaign spans broadcast video on demand, online video advertising, out-of-home, print, radio, digital and social.

Aldi’s rise to global powerhouse has been driven by a commitment to authenticity and idiosyncrasy.


Client: Aldi Australia

Creative agency: BMF

Production company: Finch

Post-production: Blockhead

Editor: The Editors

Sound production: Rumble Studios

Music: Elliott Wheeler

DOP: Jeremy Rouse

Photography: Louis&Co

PR: Ogilvy PR

Media: Zenith

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