ALDI Australia has launched a new national campaign, ALDI IQ, as the supermarket leans into its “smart shopping” positioning with a social-first push designed to turn everyday grocery decisions into a shareable experience.
The campaign, developed by Bastion, centres on an interactive quiz – the ALDI IQ Test – that benchmarks shoppers’ grocery know-how while reinforcing the brand’s long-standing value proposition.
The quiz-driven campaign invites users to test their knowledge and receive a score ranking them from ‘Apprentice’ through to ‘Genius’, positioning ALDI customers as savvy operators in a cost-conscious environment.
Simon Padovani-Ginies, Group Director Customer Interactions, ALDI Australia, said the campaign is designed to reframe everyday grocery decisions as a marker of shopping intelligence, positioning ALDI customers as inherently savvy.
“The smartest decision a shopper can make is simply choosing ALDI,” he said, adding that the ALDI IQ test brings those behaviours to the surface by giving shoppers a way to measure and share their approach.
He said the quiz highlights the small, everyday choices customers make to secure quality at ALDI prices, turning what is typically a functional task into something more visible – and participatory.
“Shoppers can put their grocery know-how to the test and see how they stack up,” he said.
By making those decisions interactive and shareable, Padovani-Ginies said the campaign is ultimately aimed at broadening awareness of ALDI’s value proposition and encouraging more Australians to engage with the brand.
“We’re inviting more Australians to discover just how smart shopping at ALDI can be.”
The campaign is supported by a content series featuring real customers dubbed “Grocery Geniuses”, showcasing how they maximise value without compromising on quality.
Social-first rollout with scale
ALDI IQ is rolling out across Meta, TikTok, Reddit, YouTube and online video, supported by influencer partnerships as well as national radio and podcast integrations.
Paul Isbell, Head of Social at Bastion, said the campaign builds on an existing truth about the brand, that Australians already associate ALDI with strong value, and extends it into something more participatory.
“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,” he said.
Rather than simply reinforcing that message, the campaign invites shoppers to actively engage with it by testing what they know, sharing how they shop, and celebrating the decisions that deliver value at checkout.
“ALDI IQ brings Good Different to life in a way that feels both entertaining and unmistakably ALDI,” Isbell added, positioning the campaign as both a brand platform extension and a way to empower customers to shop smarter.
From a media perspective, Zenith’s Ryan Varley said the scale of the rollout is designed to elevate the campaign beyond a typical retail push and into a broader cultural moment.
“Helping Australians sharpen their shopping smarts should feel like a national moment,” he said.
Varley said the 10-week campaign will be highly visible across platforms, with a coordinated push spanning video, social, and audio environments to meet audiences wherever they consume content.
“Backed by a bold, high-impact media rollout, the campaign will show up wherever Aussies are watching, scrolling and listening,” he said, adding that the strategy is designed to drive participation at scale.
“With plenty of surprises along the way, we’re inviting the nation to get involved and answer the question ‘what’s your ALDI IQ?’”
Extending ‘Good Different’
The campaign builds on ALDI’s ‘Good Different’ brand platform, translating its value credentials into an interactive format designed to drive engagement and social sharing.
Developed in collaboration with Zenith and Digitas, the campaign launches nationally on 19 April 2026, with a 10-week rollout to embed the brand’s value narrative across digital and audio channels.