Aldi: The great fresh food migration

ALDI, the supermarket chain, changed the perception of the brand to increase sales in Australia.

Executive Summary

Despite the gains of Good Different, when it came to Fresh, ALDI's German heritage held us back. Shoppers thought our produce was foreign too.

But ALDI apples don't fall far from the Colesworth tree, in fact they come from the same farms. It's just our prices are different.