Australia – ALDI Australia has launched a new social-first campaign called ALDI IQ, designed to celebrate what the retailer describes as the country’s smartest grocery shoppers while encouraging consumers to engage with the brand’s value proposition.
Developed in partnership with Bastion and supported by media and digital agencies Zenith and Digitas, the campaign centres on an interactive ALDI IQ Test, a short quiz aimed at helping shoppers gauge their grocery shopping knowledge.
Participants who take the quiz receive an ALDI IQ score intended to benchmark their shopping know-how. Scores are presented across several categories, including ‘Apprentice’, ‘Rising Star’, ‘Expert’, and ‘Genius’, with the latter referring to shoppers described as “ALDIcore” champions.
Simon Padovani-Ginies, Group Director Customer Interactions at ALDI Australia, said: “The smartest decision a shopper can make is simply choosing ALDI. The ALDI IQ test celebrates that choice, highlighting the everyday decisions our customers make to get great quality at an ALDI price. Shoppers can put their grocery know-how to the test and see how they stack up, shining a light on the behaviours that make shopping at ALDI such a rewarding experience. By turning those everyday choices into something interactive and shareable, we’re inviting more Australians to discover just how smart shopping at ALDI can be.”
The campaign also includes a content series featuring ALDI customers from across Australia who have been identified as “Grocery Geniuses”. These participants demonstrate how they maximise value while maintaining product quality in their shopping routines.
Paul Isbell, Head of Social at Bastion, who led the campaign’s creative and social strategy, said: “The beauty of this idea is that it takes something Australians already love and believe about ALDI, uncompromising everyday value at the checkout and makes it participatory. It invites people to test what they know, share how they shop and celebrate the smart choices that make every trip feel like you’re getting ahead. ALDI IQ brings Good Different to life in a way that feels both entertaining and unmistakably ALDI, putting the brand in a position of strength to empower its customer to shop smarter.”
The campaign will run across several platforms including Meta, TikTok, Reddit, YouTube, and online video, supported by influencer collaborations as well as national radio and podcast integrations.
Ryan Varley, Business Director at Zenith Australia, said: “Helping Australians sharpen their shopping smarts should feel like a national moment and over the next 10 weeks, ALDI IQ will be impossible to miss. Backed by a bold, high-impact media rollout, the campaign will show up wherever Aussies are watching, scrolling and listening. With plenty of surprises along the way, we’re inviting the nation to get involved and answer the question ‘what’s your ALDI IQ?’”
According to the companies involved, the initiative aims to translate ALDI’s “Good Different” brand positioning into an interactive format that places customers at the centre of the campaign.
The campaign launched nationwide in Australia on 19 April 2026.
