Last year ALDI launched the 'Supermarket Switch Challenge', a campaign via BMF that put real people who had expressed a dislike for ALDI and its quirks, as the stars of its advertising. A friend or family member who loved ALDI, attempted to convert their sceptic, and it worked. So much so, that 661,000 new households started shopping ALDI and the campaign proved to be the most effective to date.
To build on the success of the original campaign, it was time to find even more extreme ALDI sceptics - a group of seemingly un-switchable shoppers.
Prepare for conversion ..........
Crazy, Metalduster, Ka$hmira and DSD ( The un - switchables )
Aldi raise stakes in supermkt war, page-16
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