Aldi goes big for Christmas via BMF
This is part of Mumbrella’s 2023 Christmas campaign coverage. Click here to see other articles in the series.
Aldi has released its much anticipated 2023 Christmas spot, in an endearing, if ever so slightly unsettling, take on what Christmas can be when Australians “Go Big on the Little Things”.
With creative from BMF, media from Zenith and PR from Ogilvy, the new campaign is set to a festive version of Dirty Dancing track ‘(I’ve Had) The Time Of My Life’.
Other assets
The creative follows Australians as they go hard on creating all the trimmings, culminating in a giant Christmas table spread that dwarves the party guests.
The work leverages new research from Aldi and PureProfile that revealed 73% of Aussies look forward to the sides just as much, if not more, than the main protein itself. The spot champions Aldi’s range of seasonal products, encouraging viewers to give every dish on the table “main character energy”.
Jenny Melhuish, Marketing Director, ALDI, said: “From the beloved sides to feasting favourites like the ham or the turkey, Aussies can have the Christmas they want by shopping with ALDI, making substantial savings and without ever comprising on quality.”
“This year, we want shoppers to be able to go big on the little things without going big on their budgets in the process. This can easily be a reality for all Aussies by simply making ALDI their one stop Christmas shop this festive season.”
David Fraser, executive creative director, BMF, said: “A ham and turkey without sides is just a ham and turkey. They only become a Christmas feast when they’re surrounded by a plethora of sides. So it felt good to give sprouts and potatoes the limelight for a change.”
The campaign is set to role out across TV, cinema, radio, OOH, social, owned channels and PR.
Credits
Client: ALDI Australia
Creative Agency: BMF
Content Production: Bantam Productions
Production Company: FINCH
Director: Christopher Riggert
Music Supervision: Level Two
Music and Sound House: Rumble Studios
Editor: Jack Hutchings @ The Editors
Post Production: Fin Design & Effects
Production Company: Louis & Co.
Retoucher: Cream Studios
Media Agency: Zenith Media
PR Agency: Ogilvy PR
I have to mute it every time it comes on. It’s so awful.
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