Special Buys are ALDI’s excitement engine. Ever-changing, always unexpected, limited-edition weekly specials that bring new people into store and keep people coming back.

But in 2022 after years of pandemic fuelled supply disruptions and lockdowns, they had lost their lustre. Shopper apathy multiplied by spending inertia as the cost of living skyrocketed, meant that even Special Buys'™ amazingly low prices were hard to rationalise.

We needed to reinvigorate the Special Buys proposition by elevating quality perceptions and creating an emotional connection, to build the Special Buys™ brand in the long term, while driving sales in the short term.

1. REIGNITE SPECIAL BUYS™ EXCITEMENT BY GROWING AWARENESS AND INTEREST - remind Aussies what makes them special.

2. DRIVE AT LEAST +3% INCREASE IN WEEKLY FOOTFALL - short-term sales relies on enticing shoppers in-store.

3. DELIVER A TURN-AROUND IN SALES PERFORMANCE OF +10% VS Year-To-Date - ALDI needed to see traction.

In this campaign we compare the priceless wonders of the world, with the very real and fiscally responsible wonders of the ALDI Special Buys aisle.

The eye is the window to the soul. Or in this case, a window to a stylish frontload washing machine floating.