ALDI’s commitment to savings extends beyond its customer price promise, with the business dominating the prestigious Effie Awards to be named the most effective advertiser of 2024.
The advertising award win comes hot on the heels of ALDI being named the most trusted supermarket brand in the country by Roy Morgan, following the disintegration of consumer trust in Coles and Woolworths over allegations of price gouging.
The German-owned supermarket, which has built its brand on a low price positioning, was awarded three gold awards, along with the Grand Effie for its most recent brand platform “Shop ALDI First”.
The annual Effie Awards recognise marketing campaigns that demonstrate business impacts and strong return on investment (ROI).
The work leveraged the insight that ALDI shoppers were unlikely to complete a full weekly grocery shop at the store, and encouraged customers to visit its supermarkets first for savings and value before going to other supermarkets.
The activity, which launched in the midst of the increasing cost-of-living pressures on Australians, leant into the brand’s challenger status against rival supermarket giants Coles and Woolworths and empowered consumers to seek out savings.
While the activity was in the market prior to the announcement of the senate inquiry into supermarket pricing, the allegations against rivals Coles and Woolworths were present in the media at the time of the campaign.
The Effies judges praised the work for repositioning a perceived weakness into a strength and reinforcing its trustworthiness to consumers: “This is a compelling lesson in how to stand out from competitors.
“It’s not only a great idea but a great execution of that idea. The case presented a clear demonstration of a strong ROI that delivered outcomes exceeding the KPIs.”
The win caps off a strong year for the ALDI brand. In 2023 Aldi was the fourth-most trusted brand in Australia overall, and the third-most trusted supermarket brand behind Woolworths and Coles.
ALDI’s advertising agency BMF, which has worked with the supermarket for more than 20 years, was awarded the most effective agency of the year title at the awards.
Read more on The Australian.