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. The Christmas 2021 ‘You Can’t Overcook Christmas’ catalogue was a seasonal campaign with more than 7 million distributions each week, designed to attract customers for the holiday and bring the public out of their pandemic blues.

Method

• The campaign took place over 10 weeks and catalogues, and BMF coordinated a consistent, clean look for these. The catalogues contained 100s shots of a range of products from ice makers to ham and turkey, and emphasized ALDI’s low prices. To amplify their catchy tag line ‘You Can’t Overcook Christmas’ ALDI took the campaign beyond catalogue to TV, TikTok, radio, Digital, Outdoor Advertising, and POS.

The results

• This campaign increased value, and low-price perceptions for customers by 2%, which increased low price perceptions to their highest since a year and half prior, and shoppers who would consider ALDI for their main grocery shop grew to 54% in November and December 2021, according to the Supermarkets research.

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