Undercover shoppers: Aldi exposes the grocery habits of competitors' employees in its new 'Supermarket Whistleblowers' campaign

News 31 May 2021 - 1 min read

Undercover shoppers: Aldi exposes the grocery habits of competitors' employees in its new 'Supermarket Whistleblowers' campaign

By Staff Writer

Market Voice 3 min read

Reflecting Me: Unveiling Australia's complex journey towards diverse representation on screens – and the role of the advertiser

By Gareth Tomlin - General Manager Data Insights & Analytics, Paramount ANZ | Partner Content

There isn’t just a responsibility for producers of scripted and reality content to portray groups more accurately, but also on the news media to ensure their portrayals are balanced and fair. Brands, media and creative agencies likewise also play a crucial role.

Tags: Aldi Brand campaign Supermarket

Aldi has introduced its latest brand campaign, 'Supermarket Whistleblowers', which pays homage to expose-style news pieces and shows "real employees" from competitor supermarkets going to great lengths to hide their Aldi shopping habits.

Aldi Australia has revealed its latest campaign, introducing its latest platform, the ‘Supermarket Whistleblowers’.

Using tropes from mockumentaries and expose news pieces, the ad features reconstructions of 'real testimonials' and the lengths ex-employees of other supermarkets have gone to shop at Aldi in secret after their shift.

The campaign launches in Australia across TV, OOH, radio and digital, while keeping with the brand's "Shop Different" tagline.

Undercover shoppers: Aldi exposes the grocery habits of competitors' employees in its new 'Supermarket Whistleblowers' campaign

Reflecting Me: Unveiling Australia's complex journey towards diverse representation on screens – and the role of the advertiser

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