SALDI’s savings had always created loyal customers. But the madness of our competitors’ schemes had begun to steal our thunder.

In a country addicted to points, our creative idea was to highlight just how ‘pointless’ the big supermarket’s schemes really were.

Shoppers were saying the schemes were ‘saving them money’ and, shockingly, over half tried to shop where they could get points (ZO CX Tracker).

We had to convince people these rewards were worth little compared to ALDI’s savings.

Our objectives were:

1. Decrease the importance shoppers place on collecting rewards points

2. Increase ALDI price perceptions

3. Increase sales

ALDI, a no-frills supermarket, calls loyalty points ‘pointless’.

Nearly 80% of Australians have a loyalty card. While they feel like they’re saving, research shows they actually spend more.

ALDI don’t have one. They just offer the lowest prices, every day. So, we had a simple message: You don’t need a loyalty card to save money.

The creepy cashier inducted a customer into the cult in our TV ad and we caused national outrage calling points ‘pointless’ - in response, our competitors had their biggest points giveaway ever.