The Challenge Presented:
ALDI operates from a position of strength, with a highly effective long-term brand platform in Good Different.

A clear cultural behaviour exists: ALDI’s most loyal shoppers proudly showcase their shopping smarts across social, sharing hauls, savings and clever decisions as a badge of honour.

The challenge: How do you turn this existing behaviour into a platform that builds brand love, drives participation and brings more Australians into the brand?

The Strategy Created:
Introducing ALDI IQ – a social-first platform that reframes grocery shopping as a form of intelligence.

At the heart of the idea is the ALDI IQ Test, an interactive quiz that allows Australians to put their shopping knowledge to the test, benchmark their behaviour and share their results.

But the test is just the entry point. The campaign comes to life through a content ecosystem built around real ALDI shoppers, creators and ambassadors, showcasing hacks, tips and everyday decisions that demonstrate how to maximise value without compromising on quality.

Rather than inventing a new behaviour, ALDI IQ captures something that already exists and turns it into a platform people can actively take part in, celebrating smart choices and bringing Good Different to life in a way that feels engaging, social and unmistakably ALDI.