ALDI Australia has partnered with BMF and Ogilvy PR to launch its latest campaign, which calls upon the grocery chain's most dedicated shoppers to share what makes them 'ALDIcore' for a chance to win three years' worth of free groceries.

The campaign is set to be the supermarket's largest competition to date, with five runners-up to also receive a year's worth of groceries each.

The competition will run from June 30 to July 27, with campaign executions appearing across various channels including broadcast, digital, earned and influencer channels. To enter the competition, consumers are required to demonstrate their #ALDIcore by sharing their unique ALDI shopping experiences via ALDIcore.com.au or by tagging @ALDIAustralia and using the hashtag #ALDIcore on TikTok, Instagram, and Facebook.

"At its core this campaign celebrates the delight and diversity in our community of ALDI shoppers. There's no single way to ALDI and surfacing those stories of tips and tricks, fave products and recipes is what makes the world of #ALDIcore so rich to explore - every customer has their own unique take on how and why their proud to be an ALDI shopper. That's what #ALDIcore is all about. And that's worth rewarding," said Marketing Director, ALDI Australia, Jenny Melhuish.

The campaign is designed to celebrate the loyalty and passion of ALDI's most dedicated shoppers. ALDI saved Australians $3.4 billion in 2023 and has been named the best supermarket by Roy Morgan for four consecutive years. The campaign includes brand films and social competition creative that reimagines ALDI customer stories.

"We are excited to shine a light on 'ALDI-isms' that for true ALDI shoppers - whether they're new to our stores or have been shopping with us for years - will ring true. From nodding to our middle aisle maestros who might visit for bread and milk and leave with a whipper snipper, to the passion of product evangelists who embrace a [Good] Different way of shopping to get their hands on their fave items, it's been great to turn the lens on the customers who choose the brand with pride each and every day," said Melhuish.