Aldi was on the hunt for a fresh new brand positioning that encapsulated their philosophy and personality. So after many months brainstorming in a tiny room that looked like a bomb site (and smelt like one too), we came up with two simple words; Good Different.

To launch Good Different, we told Australia how satisfied Aldi shoppers were, that they use only the world's toughest critics to test their products and how they don’t use any artificial colours and flavourings storewide.

Director: Steve Ayson
Creatives: Nadia Ahmad, Tom Johnson, Milli Malcom
ACD: Rosita Rawnsley-Mason
CD: Alex Derwin