The 2024 Australian Effie Awards are done and dusted for another year, with ALDI Australia taking home the coveted Grand Effie for its campaign 'Shop ALDI First: How encouraging supermarket polygamy helped a nation save in a cost-of-living crisis'.

The judges were impressed with how ALDI repositioned a perceived weakness into a strength by turning known truths into trustworthy positioning, commenting: "This is a compelling lesson in how to stand out from competitors. It's not only a great idea but a great execution of that idea. The case presented a clear demonstration of a strong ROI that delivered outcomes exceeding the KPIs."

The supermarket was recognised as Effective Advertiser of the Year, and together with creative agency of record BMF Australia, took home three golds, a bronze and a silver for the 'Shop ALDI first' campaign, plus a silver and bronze award for its 2023 Christmas campaign.

For it's efforts, BMF Australia took out the title of Effective Agency of the Year, and in addition to its ALDI winnings, took home a silver for its work with Tourism Tasmania on Come Down for Air.

303 MullenLowe’s case study 'One Campaign. Six Years of Market Redefining Insurance Growth - Solved' for Budget Direct also did well on the night, winning two golds. The judges said: "Budget Direct completely reframed its brand to capture a broader consumer base and delivered a textbook case for investing in brand codes, brand building and advertising over the long term, driving incredible results."

Special Australia won a gold for Uber Eats' 'Get Almost Anything', which the judges deemed a fantastic evolution of a long-term campaign strategy.

The Colin Wilson-Brown Award, introduced last year to honour Effie Chairman Colin Wilson-Brown for a lifetime of achievement and dedication to effectiveness, was presented to The Monkeys, part of Accenture Song, for its Meat and Livestock entry 'How the unofficial state of the nation saw Australian Lamb leap to new heights'.

The Effie Awards dinner and show was held at Sydney’s Doltone House, hosted by comedian Becky Lucas. A total of 16 agencies and 26 clients were awarded for outstanding, measurable results.

ACA CEO Tony Hale, said: "The Australian Effie Awards represent the highest standard of any marketing effectiveness award program in the world, demonstrating just how deserving all of this year’s winners and finalists are.

"Australia’s ad agencies and marketers have again adhered to highly held standards, ensuring every advertising dollar translates into outstanding commercial success. Congratulations to everyone."