Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


Aldi & BMF Cleverly Convert Skeptics Into Fans

BMF, 2 years, 2 months ago

The premise of ALDI’s latest campaign via BMF is simple: use ALDI’s biggest fans, to convert its strongest sceptics

Aldi & BMF Cleverly Convert Skeptics Into Fans

We know there are still plenty of myths, preconceptions and questions about ALDI out there.

Will they have any Australian-made stuff? Isn’t it all cheap packaged goods? Is it worth the savings? And of course the question on everyone’s lips… why is there everything from ski gear to cement mixers along with the groceries?

“Answering those barriers ourselves wasn’t enough. We wanted to use the genuine passion that exists for ALDI – a rare thing for any brand, let alone a supermarket – to challenge doubters to give us a go. Thousands of ALDI fans answered our Facebook call-out, nominating themselves and a ‘sceptic’ friend, relative or partner for the challenge. We chose a fan-sceptic pair from NSW, Queensland and Victoria,” explains BMF planning director, Ali Tilling.

Introducing the ALDI Supermarket Switch Challenge.

Creative Agency

Account Managers: Hayley Basham & Siena Shuttler

Copywriter: Jonty Bell

Creative Director: Alex Derwin

Executive Creative Director: Cam Blackley

Group Account Director: Jonny Bucknall

Head of Design: Lincoln Grice

Managing Director: Steve McArdle

Senior Account Director: Aisling Salmaggi

Strategy: Ali Tilling

TV Producer: Katie Harper & Esta Lau

Music and Sound

Sound Design: Rumble Studios


Edit Company: The Glue Society studios

Editor: Matt Evans, The Butchery

Post Production / VFX

Post Production House: The Editors

Production Company

Director: Jonathan Kneebone, The Glue Society

DOP: Rob Marsh

Executive Producer: Pip Smart

Producer: Ian Iveson

Production Company: Revolver

Category: Retail and restaurants , Supermarkets

Genre: Comedy , Storytelling