ALDI Australia has launched a social creative content campaign, ALDI IQ, focused on grocery shopping and the brand’s “Good Different” positioning. The series of films highlights the nation’s smartest grocery shoppers and reinforces that shopping with ALDI is a “clear sign of shopping smarts.”
At the center of the campaign is the ALDI IQ Test, a quiz designed to present participants with an ALDI IQ score as a way to benchmark their shopping knowledge. The scoring system includes “Apprentice,” “Rising Star,” “Expert,” and “Genius.”
Developed by Bastion in collaboration with Zenith and Digitas, ALDI IQ is running across Meta, TikTok, Reddit, YouTube, and online video. The campaign also includes influencer and creator partnerships, as well as national radio and podcast integrations.
“Shoppers can put their grocery know-how to the test and see how they stack up, shining a light on the behaviours that make shopping at ALDI such a rewarding experience,” said Simon Padovani-Ginies, Group Director Customer Interactions, ALDI Australia.
“By turning those everyday choices into something interactive and shareable, we’re inviting more Australians to discover just how smart shopping at ALDI can be.”
“The beauty of this idea is that it takes something Australians already love and believe about ALDI, uncompromising everyday value at the checkout and makes it participatory,” added Paul Isbell, Head of Social at Bastion, who led the campaign’s creative and social strategy.
“It invites people to test what they know, share how they shop and celebrate the smart choices that make every trip feel like you’re getting ahead. ALDI IQ brings Good Different to life in a way that feels both entertaining and unmistakably ALDI, putting the brand in a position of strength to empower its customer to shop smarter.”
Credits
Client: ALDI Australia
Creative Agency: Bastion
Director: Will Horne
Sound: MassiveMusic
Media Agency: Zenith Australia
Digital Agency: Digitas Australia
