ALDI Australia

Mark Richardson - Marketing Director

BMF *Lead Agency

1. Christina Aventi - Chief Strategy Officer 2. Kinga Papp - Group Strategy Director 3. Kellie Box - Senior Strategic Planner 4. Jennifer Rhodes - Head of Effectiveness & Data Strategy

ALDI's fresh produce is too cheap to be good.” said the doubters due to ALDI’s historic perception as a ‘discount’ supermarket combined with its German heritage. To increase penetration and consideration, we had to prove that ALDI’s fruit, veg and meat came from the same Aussie farms as the big Aussie supermarkets. The Fresh Migration is a ‘Good Different’ provenance story that challenges the category convention of showing earnest farmers. We hero-ed flying bananas instead! We beat targets for fresh sales, consideration and quality perceptions, maintaining our low price credentials.