ALDI launches the Great Fresh Food Migration
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?