News

Aldi encourages shoppers to buy something ‘Special’ in latest work via BMF

Aldi has relaunched its Special Buys platform in a new integrated campaign via BMF, highlighting the store’s middle aisle and its price advantage.

‘Special you can Buy’ has launched across TV, radio, OOH, social, digital, website, POS and catalogue and will be carried over into 2023.

Other assets: LAUNDRY 30” https://youtu.be/b_HDstqn1J0

The 30-second spot retraces the special events in the planet’s history, alluding to the point that the existence of mundane things is something special and deserved to be celebrated. Closing the scene at an Aldi store, the campaign plays with the notion of shopping in the middle aisle as something with both a special quality and a special price.

Creative director at BMF, Dantie van der Merwe, said: “Not everyone gets to experience a grandiose life-changing event every week, but we wanted to show that with Aldi, Special is a thing you can buy.

“We sought to tell Aussie shoppers that they’re not just buying a product, they’re buying an idea, the start of an experience, and all the potential that comes with that.”

Marketing director at Aldi Australia, Mark Richardson, added: “Our buyers work incredibly hard to ensure our Special Buys deliver great quality at unbeatable prices. The marketing challenge was to bring that proposition to life succinctly.

“The new ‘Special you can Buy’ platform will work across all touch points to reinforce what our middle aisle has to offer and encourage customers to get back into a store to experience it for themselves.”

Credits

Creative Agency: BMF

Chief Creative Officer: Alex Derwin

Creative Directors: David Fraser and Dantie Van Der Merwe

Art Director: Emily Field and Kiah Nicholas

Copywriter: Emily Field and Kiah Nicholas

Head of Art & Design: Lincoln Grice

Designer: Matthew Hughes

Chief Strategy Officer: Christina Aventi

Head of Planning: Anna Bollinger

Chief Executive Officer: Stephen McArdle

Group Account Director: Alice Tschuchnigg

Senior Account Director: Hayley Basham

Account Director: Georgia Moulis

Account Manager: Francesca Di Stefano

Head of TV: Jenny Lee-Archer

Agency Producer: Esta Lau

Director: Christopher Riggert

Production Company: Finch

Director: Christopher Riggert

Producer: Nick Simkins

Editing: The Editors

Editor: Stewart Reeves

Post Production: Alt VFX

Sound Production: Rumble

Music: Ballad

DOP: Tim Tregoning

Art Buyer: Julie Sorrell

Production Director: Julie Sorrell

Integrated Producer: Lauren Swaab

Digital Producer: Lauren Swaab

Front-end Developer: Amanda Perkins & Romina Carrera

Finished Artist: Adrian Jobse

Creative Services Director: Chris Burchett

Client: ALDI Australia

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

"*" indicates required fields

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.