ALDI launches ‘ALDIcore’ campaign with Ogilvy PR, BMF, and Zenith

ALDI launches 'ALDIcore' campaign with Ogilvy PR, BMF & Zenith

Jenny Melhuish: “At its core this campaign celebrates the delight and diversity in our community.”

ALDI has launched its largest competition to date under its Good Different platform, ‘ALDIcore’, via Ogilvy PR, media agency Zenith, and its creative agency of record, BMF.

The integrated campaign, running until July 27, spans broadcast, digital, earned, and influencer channels. It invites consumers to demonstrate their ‘ALDIcore’ spirit by visiting the competition website or tagging @ALDIAustralia and using the hashtag #ALDIcore on TikTok, Instagram, and Facebook.

Participants stand to win three years’ worth of ALDI groceries, with five runners-up receiving one year’s supply.


The campaign’s owned social efforts aim to inspire ALDI customers to share their ‘ALDIcore’ pride. ALDI has also been amplifying the stories of Australian ‘ALDIcore’ shoppers, including Phyllis, a 95-year-old who walks to her local store daily, and a Knoppers aficionado who proudly wears her love for the snack on her sleeve.

@anastasiat24 Guys, remember when I said Knoppers were the greatest things in the world? Well ALDI noticed! Check out this one-of-a-kind Bridgerton style Knoppers dress they made me with *300* Knoppers bars. What a feast for the eyes. Couture, but make it #ALDIcore @AldiAustralia #ALDIAustralia #Gifted #Knoppers #sweettooth #ALDItiktok ♬ Give Me Everything (Stripped Down) – Archer Marsh

According to the discount supermarket chain, being ALDIcore can range from sharing ALDI recipes and favourite Special Buys to showing off can’t-live-without products or offering ‘Good Different’ tips, tricks, and hacks.

“At its core this campaign celebrates the delight and diversity in our community of ALDI shoppers,” said ALDI Australia marketing director, Jenny Melhuish.

“There’s no single way to ALDI and surfacing those stories of tips and tricks, fave products and recipes is what makes the world of #ALDIcore so rich to explore – every customer has their own unique take on how and why their proud to be an ALDI shopper. That’s what #ALDIcore is all about. And that’s worth rewarding.”

She continued, “From nodding to our middle aisle maestros who might visit for bread and milk and leave with a whipper snipper, to the passion of product evangelists who embrace a [Good] Different way of shopping to get their hands on their fave items, it’s been great to turn the lens on the customers who choose the brand with pride each and every day.”


In April, ALDI Australia launched its first-ever branded streetwear collection, ALDImania, featuring branded apparel items such as slides, bucket hats, beanies, fleece hoodies, and sneakers.

“Designed to celebrate and champion our shoppers, this new range is made specifically with ALDI budgets in mind, without compromising on quality or comfort,” said ALDI Australia’s buying director for ALDImania, Belinda Gric.

Most recently, Zenith and BMF’s How a Built-from-Scratch Data Set Won Christmas 2023 for ALDI was announced as a finalist in the Data-led Activation category at the 2024 MFA Awards. The event will be held on September 19.

See also: KFC, New Balance, FIFA, L’Oreal and ALDI campaigns among 2024 MFA Awards finalists


Client: ALDI Australia
Creative concept: Ogilvy PR & BMF
PR and earned social: Ogilvy PR
Creative: BMF
Media: Zenith
Digital: Digitas
Influencer: Social Soup

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