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.

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

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

DELIVER A TURN-AROUND IN SALES PERFORMANCE OF +10% VS Year-To-Date - after a tough couple of years ALDI needed

You can’t have a life-changing experience every week. But you can get a once-in-a-lifetime deal on a fancy espresso machine at ALDI. This film compares the most priceless wonders of the universe with the very real and fiscally responsible wonders of the ALDI Special Buys aisle. It’s special you can buy.

Campaign objectives were consistently met or exceeded.

○ Awareness of Special Buys™ peaked to highest point seen in brand tracking

○ Interest in Special Buys™ hit a record high significantly ahead of pre-campaign Year-to-Date (YTD) and 2021.

○ Transactions per store grew impressively over the campaign attracting additional shoppers well beyond our objective, driving a strong uplift in household penetration.

○ Objective exceeding step change in average weekly Special Buys™ sales performance revitalised performance for this important part of the business.

○ Key campaign hero products saw a quicker sell out rate than prior years.

○ Website visits to view relevant products surged beyond the previous 2022 peak.

○ Average daily visits to ALDI digital catalogue easily surpassed those of the prior months.

○ Market share returned to levels not seen since 2020, value growth topped all other major retailers and we encouraged switched spend away from major competitors.