2017

ALDI had grown rapidly over their 15yrs in the Australian market to become a credible challenger to the established duopoly of Coles and Woolworths.  That said, deep-seated assumptions and received wisdom about the trade-offs of shopping with a "discounter" had started to hold ALDI back.  

Hence we launched Good Different - a new way to reframe ALDI and its offering.  This new positioning was launched with four brand films, each  taking an honest look at how ALDI is a little different, but for good reason.

Agency: BMF Sydney
Role: Group Account Director

Awards
Cannes / Bronze Lion / Film (“Pasta Sauce”)