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ALDI Australia has relaunched its Special Buys platform to remind Aussie shoppers of the endless possibilities and value that awaits them in the middle aisle, positioning it as special you can buy, twice a week.

Created by long-term creative agency partner BMF, ‘Special you can Buy’ highlights Special Buys’ surprisingly good quality at unbeatable prices, showing Aussies it’s an experience worth seeking out in store.

The campaign features a hero brand spot with an ongoing retail layer showcasing top-notch Special Buys products including state-of-the-art washing machines, luxurious bed linen, and barista quality coffee machines, all at the lowest prices.

Says Dantie van der Merwe, creative director at BMF, “Not everyone gets to experience a grandiose life-changing event every week, but we wanted to show that with ALDI, Special is a thing you can buy. We sought to tell Aussie shoppers that they’re not just buying a product, they’re buying an idea, the start of an experience, and all the potential that comes with that.”

Says Mark Richardson, marketing director at ALDI Australia, “Our buyers work incredibly hard to ensure our Special Buys deliver great quality at unbeatable prices. The marketing challenge was to bring that proposition to life succinctly. The new ‘Special you can Buy’ platform will work across all touch points to reinforce what our middle aisle has to offer and encourage customers to get back into a store to experience it for themselves.”

The campaign launches across TV, radio, OOH, social, digital, website, POS and catalogue and will be carried over into 2023.