ALDI Australia is a supermarket giant, operating more than 570 stores across the country. ALDI Australia works to provide customers with high quality groceries and products at ‘permanently low prices’. One of ALDI’s most effective and consistent marketing techniques, is the use of catalogues, produced weekly for customers to collect in-store and receive by letterbox. Home Cook, was produced in the 18th week of the year, with more than 7 million copies produced to target shoppers in the mid-tier budget range, desiring to update appliances without splurging.

Method

• The catalogue was designed to invoke a warm, bright feeling and present products as high-end and luxurious, despite their budget. The team was attentive to all aspects of the home: living room, laundry, and kitchen presenting a range of products and a cosy, homey feeling.

The results

• Home Cook was very effective, resulting in an 8% sales increase for appliances from the previous year, and 100% of cookware inventory sold within two days of stock in store.

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