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ALDI launches the Great Fresh Food Migration

aldi fresh food migration campaign still 

ALDI Australia is debunking the myth that it imports the majority of its fresh fruit and vegetables and it's doing so with its Great Fresh Food Migration campaign.

The campaign will capture the imagination of consumers by telling ALDI’s provenance story in a new way.

“We know that some Aussie shoppers can’t believe that our fresh produce can be both Australian grown and so affordable. So, we saw an opportunity to tackle this misconception head-on and reframe consumer perception,” says ALDI Australia marketing director Mark Richardson.

"With a campaign like this we could have easily fallen into the category clichés of squinting farmers, in fields, in Akubras.

"Instead, we wanted to show the migration of our glorious produce and meat as it travels from Aussie farms to ALDI stores. We’ve done it in a way that’s both memorable and builds on our challenger brand tone. ”

Were you aware that most of Aldi's produce comes from Australian farmers?

6 comments

 

Do not shop at Aldi

... none in my area even if I wanted to.

... would not the Aldi profits go outside of Australia ???

 

………..The report found that in 2018, ALDI’s operations contributed $3.2 billion to Australia’s gross domestic product (GDP). Since entering the market in 2001, PwC estimates that ALDI has made a total contribution to GDP of almost $23 billion ($22.983 billion).

https://www.miragenews.com/making-a-good-difference-how-aldi-contributes-to-australian-economy/

I shop at ALDI and get the benefit of cheaper prices BUT the range of food is limited so I need to top up at Coles or Woolies as well.  Sometimes vegetables at Aldi are not as fresh as I require.  Some meat is good but recently I bought some beef fillet - tough as shoe leather.  Saving a few dollars is not always my main aim, freshness and quality are also very important.

We too have shopped at Aldi for many years,and like you have to shop elsewhere ar times due to the limited range offered.NOT complaining over that,but will NOT shop for either for so called "fresh fruit and vegies or eggs" havind had bad experiences in the past over short shelf life.Good on yer Aldi though for giving the BIG BOYS arun for their money!!

I do not shop at Aldi as their money goes out of Aussie and so many of their things at imported and don't even have a bar code -- everything is said to come from Minchenbury -- which would be their storehouse --in Sydney

A lot of Aussie farmers would be unhappy if Aldi stopped buying their produce PB.

 

I buy meat from the butchers --  (when I buy it) because I do not want them to go the way on the greengrocer and the deli -- the way the supermarkets have seen to that

The report found that in 2018, ALDI’s operations contributed $3.2 billion to Australia’s gross domestic product (GDP). Since entering the market in 2001, PwC estimates that ALDI has made a total contribution to GDP of almost $23 billion ($22.983 billion).

I think ALDI stores are amazingly efficient which contributes to their cost saving for the customers. I don't know what the percentage of nett profit is that eventually goes overseas but i think it would be a fraction of the contribution towards Australian suppliers, salaries and wages, taxation and general goodwill in the Australian community. Not all of Coles earnings stay in Australia and Woolworths is owned by a South African company. 

We save on average more than 20% on our weekly grocery bill by doing the lion's share of shpping aqt ALDI. Why would you shop elsewhere unless you were a shareholder?

I have to do all my shopping online for a pickup and Aldi doesn't even do that

6 comments