Each year ALDI must re-establish itself as a destination for Christmas. Their discount supermarket position makes this the season they’re most vulnerable, with Aussies questioning whether they’re good enough for the Christmas table.

Combine this ongoing challenge with the dramatic shift in shopping behaviours produced by the pandemic, and the campaign objectives were tough:

1: Increase seasonal product sales YOY - proving shoppers were sourcing their Christmas food from ALDI, not just buying everyday items.

2: Maintain Market Share - with the shift to online, ALDI was losing value share to Coles & Woolworths. This campaign needed to stem the flow of sales and maintain our share.

3: Increase spend per household in target segments YOY - evidence that key segments are not just topping up a competitor online shop with ALDI’s fabulous seasonal products.

4: Maintain Low Price Perceptions - to avoid deterring our most price-driven shoppers.