| Title | THE GREAT FRESH FOOD MIGRATION |
| Brand | ALDI |
| Product / Service | SUPERMARKET |
| Category | B07. 360 Integrated Brand Strategy |
| Entrant | BMF Sydney, AUSTRALIA |
| Idea Creation | BMF Sydney, AUSTRALIA |
| Production | REVOLVER Sydney, AUSTRALIA |
| Post Production | THE EDITORS Sydney, AUSTRALIA |
| Post Production 2 | ALT.VFX Sydney, AUSTRALIA |
| Post Production 3 | RUMBLE STUDIOS Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Alex Derwin | BMF | CCO |
| Dantie Van Der Merwe | BMF | Creative Director |
| David Fraser | BMF | Creative Director |
| Roy Leibowitz | BMF | Associate Creative Director/Copywriter |
| Chris Wilson | BMF | Art Director |
| Lincoln Grice | BMF | Head of Art & Design |
| Fiona McLeod | BMF | Design Director |
| Christina Aventi | BMF | Chief Strategy Officer |
| Jennifer Rhodes | BMF | Head of Effectiveness & Data Strategy |
| Kinga Papp | BMF | Group Strategy Director |
| Kinga Papp | BMF | Group Strategy Director |
| Kellie Box | BMF | Senior Strategic Planner |
| Kellie Box | BMF | Senior Strategic Planner |
| Stephen McArdle | BMF | Chief Executive Officer |
| Stephen McArdle | BMF | Chief Executive Officer |
| Paul Coles | BMF | General Manager |
| Paul Coles | BMF | General Manager |
| Richard Woods | BMF | Head of Account Management |
| Richard Woods | BMF | Head of Account Management |
| Aisling Colley | BMF | Deputy Head of Account Management |
| Aisling Colley | BMF | Deputy Head of Account Management |
| Hayley Basham | BMF | Senior Account Director |
| Hayley Basham | BMF | Senior Account Director |
| James Arnold | BMF | Senior Account Manager |
| James Arnold | BMF | Senior Account Manager |
| Jenny Lee-Archer | BMF | Head of TV |
| Jenny Lee-Archer | BMF | Head of TV |
| Lu Borges | BMF | PR |
| Lu Borges | BMF | PR |
| Andreas Nilsson | N/A | Director |
| Michael Ritchie | Revolver / Will O’Rourke | Managing Director/Executive Producer |
| Pip Smart | Revolver / Will O’Rourke | Executive Producer |
| Alex Kember | Revolver / Will O’Rourke | Producer |
| Lachlan Milne | Revolver / Will O’Rourke | DOP |
| Alexandre de Franceschi | The Editors | Editor |
| Jay Hawkins | Alt.vfx | VFX Supervisor |
| Tyrone Estephan | Alt.vfx | VFX Executive Producer |
| Basir Salleh | BMF | Art Buyer |
| Andreas Nilsson | N/A | Director |
| Gavin Johns | BMF | Photographer |
| Audra Diciunas | BMF | Producer |
| Michael Ritchie | Revolver / Will O’Rourke | Managing Director/Executive Producer |
| Paul Gawman | Freelance | 3D Retoucher |
| Pip Smart | Revolver / Will O’Rourke | Executive Producer |
| Rhiannon Jasma | BMF | Head of Retouching |
| Alex Kember | Revolver / Will O’Rourke | Producer |
| Lachlan Milne | Revolver / Will O’Rourke | DOP |
| Julie Sorrell | BMF | Production Director |
| Alexandre de Franceschi | The Editors | Editor |
| Jay Hawkins | Alt.vfx | VFX Supervisor |
| Tyrone Estephan | Alt.vfx | VFX Executive Producer |
| Basir Salleh | BMF | Art Buyer |
| Gavin Johns | BMF | Photographer |
| Audra Diciunas | BMF | Producer |
| Paul Gawman | Freelance | 3D Retoucher |
| Rhiannon Jasma | BMF | Head of Retouching |
| Julie Sorrell | BMF | Production Director |
Australians place a lot of importance on high quality fresh food (Fruit/Vegetables/Meat etc) - it’s the top factor influencing grocery store choice. Unsurprising as it makes up 60% of a typical grocery basket. Despite being in the Australian market for nearly 20 years, ALDI’s historic perception as a “discount supermarket” combined with its German heritage made consumers less confident with our fresh range. The Australian supermarket duopoly of Woolworths and Coles (aka Colesworth) continually scored far higher in quality metrics. We were set tough objectives: 1: FRESH SALES TO OUTPERFORM OVERALL SALES GROWTH 2: INCREASE HOUSEHOLD PENETRATION OF FRESH FRUIT, VEGETABLES & MEAT The campaign needed to attract new shoppers to buy fresh too. 3: SIGNIFICANT INCREASE IN KEY BRAND METRICS IN ALDI FRESH CONSIDERATION, QUALITY AND “AUSTRALIAN” without diminishing our low price reputation – a delicate balance.