ALDI marketing wins effectiveness and trust awards

ALDI’s has won over marketing industry judges to win the coveted most effective advertiser award as it secures the most trustworthy supermarket brand title.

ALDI has been named the most effective advertiser at the Effie Awards

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).

ALDI has been named the most effective advertiser at the Effie Awards

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.

It is now the second-most trusted brand, behind Bunnings, and it has assumed the most trustworthy supermarket title for the first time, after Woolworths and Coles plummeted to the fourth and fifth most distrusted brands, according to Roy Morgan.

ALDI Sud, which includes all the supermarket’s southern hemisphere stores including Australia, is ranked as the 14th most valuable retail brand in the world, according to Brand Finance.

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.

The Effies, which are globally regarded as one of the most prestigious awards for brands and agencies to win, awarded a total of 26 brands for creating effective advertising and marketing activity that drove measurable business results.

Among the big winners were Budget Direct along with its agency 303 MullenLowe, which collected two gold awards for the long-running Sarge campaign.

“Budget Direct completely reframed its brand to capture a broader consumer base and delivered a textbook case for investing in brand codes, brand building and advertising over the long term, driving incredible results.”

Meat and Livestock Australia was awarded for its Australian Lamb activity, along with its agency The Monkeys, part of Accenture Song. Uber Eats and Special Australia also secured a gold for the brand’s “Get Almost Almost Anything” campaign.