Write a short summary of what happens in the film

20m Australians are rewards scheme members. These schemes need to be called out because big supermarkets' schemes are pointless. ALDI doesn't do rewards. ALDI gives shoppers low prices all the time. In their 17 years in Australia, they've created a loyal following by offering consistently low prices & great quality. Customers say that this is what matters most. This is a TVC created demonstrating that loyalty schemers are like a cult. An online points calculator was created to prove how pointless the schemes really are. When competitors started to get angry, ALDI fought back online, on social media, and with outdoor advertising near competitors' shops.

Please tell us about the challenger brand and how your campaign challenged/was different from your competitors

The two main supermarket brands in Australia control 80% of the market so it's always tough for challengers to break that stronghold. ALDI has been successful over the past decade in making incremental steps in increasing market share which they've done through quality product at excellent prices. Supermarket loyalty schemes have become an addictive grocery shopping habit. Research has shown that customers’ desire to accumulate points is clouding their judgement about where they shop. They think their loyalty programs save them money. But actually they’re paying more for minimal rewards. Shopping at ALDI makes much more sense. This campaign humorously highlights that shoppers would be better-off not chasing points, but switching to ALDI and saving money instead. Targeting the competition's shopper who may do some shopping with ALDI was the aim to get more people to consider shopping with ALDI. Savings are a key part of that decision.