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
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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As a non-industry media person, I am always impressed with the Aldi ads as I find them creative, easy to watch and not annoying.
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