ALDI Australia Experiences Twitter Cruelty in #SocialFail

By: Scott Moore

ALDI Australia’s Twitter account has learned that giving people a voice on Twitter is not always a good thing. The account attempted to encourage engagement with its customers by posting a tweet that included a picture as a form of media on January 29th, 2016. ALDI’s campaign strategy was to use Twitter to gather some fun and positive feedback from Twitter users about why they love ALDI. However, their tactic soon proved to be highly ineffective as they centered their feedback attempt around asking users to fill in the blank.

Screen Shot 2016-02-15 at 3.41.35 PM

(Tweeted picture retrieved from: Original source: Twitter)

As provided in the link above the picture, Gavin Fernando of establishes the dangers of management in allowing users to fill in the blanks and that it is “NEVER” a good idea. The reasoning he puts for this is that placing the good faith in the Internet for marketing campaigns has inevitably proven to be unsuccessful. Just ask Sea World.

Although the Twitter account had good intentions in mind when asking Twitter to provide reasons why they love their company, it didn’t take long for backlash to occur. ALDI simply became the latest company to find out just how brutal Internet and Twitter users can be. This total fail can be topped off by the responses received – those of which can be viewed as unsurprising to some familiar with the brutality of some Twitter users out there.

The responses followed similar themes along the lines of “I became an ALDI lover when I tasted (butts, your mum, horse, cheap beer, etc.) for the first time.” More gruesome and inappropriate responses were also tweeted out that proved to be both damaging and embarrassing for ALDI and their Australian Twitter account.

Noticeably, the users of Twitter not only retaliated with hatred responses, but as consumers, they even addressed how the campaign was a failed attempt:

Screen Shot 2016-02-15 at 5.35.44 PMScreen Shot 2016-02-15 at 5.40.44 PM.pngScreen Shot 2016-02-15 at 5.35.11 PM

(Tweeted pictures retrieved from NollyScoop & SmartCompany)

This goes to show how companies such as ALDI nowadays have a creative job in marketing to those consumers who are growing smarter of how they’re being targeted online.

After not receiving the kind of feedback they were expecting, ALDI concluded their Twitter campaign by removing the tweet. However, they kept it up on Facebook where it received a much warmer response. Mashable’s Johnny Lieu suggested perhaps because more grown-ups are on Facebook where more mature responses were found.

SharedMarketing provided what to and what not to do in social media marketing in relation to ALDI’s failed campaign. What I found interesting from their input on the result is how new media is changing the way companies market to their customers and target audiences. I came to this realization because social media can expose big budget companies like ALDI in how they can get it so wrong and how smaller budget companies – who are more social-savvy – can get it so right.

When proving that this was indeed a #SocialFail, look no further than SharedMarketing’s input on the don’ts in social media marketing of inadvertently encouraging criticism in a campaign by asking users on Twitter to “fill in the blank.”Another proof are simply the undesirable tweets (shown above) that were received by ALDI as a result of the campaign.

To improve this campaign there are a couple things I would do differently. For instance, I wouldn’t broadcast such a campaign unless there were already established locations as the first in South Australia opened five days after the campaign. I would also attempt to better monitor my social media platforms and keep up with what works best and where for campaigns. This is because Facebook proved to be the better option than Twitter for feedback from consumers in this case.

Had ALDI only posted the picture to Facebook, they could have prevented a #SocialFail and more doors would be open for further, and perhaps more creative, Twitter campaigns.


Anonymous (2016, February 2016). ALDI social media campaign hijacked. Retrieved February 15, 2016 from

Editor (2016, February 2016). ALDI Unveils One of the Best #Fails by Asking Customers What They Think. SharedMarketing. Retrieved February 15, 2016 from

Fernando, Gavin (2016, January 29). ALDI Australia‘s cringeworthy new social media campaign. AU News. Retrieved February 15, 2016 from

Keating, Eloise (2016, January 29). ALDI social media campaign backfires after Twitter users were asked to fill in the blanks. Retrieved February 15, 2016 from

Lieu, Johnny (2016, January 29). Supermarket’s ‘fill in the blank’ campaign brings on immature humour. Mashable. Retrieved February 15, 2016 from

Ward, Stanley (2016, January 29). Twitter users respond to ALDI’s social media campaign. Retrieved February 15, 2016 from



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