Aldi hopes musical tributes will convince shoppers of the freshness of its produce

Aldi is looking to persuade shoppers of the quality of its fresh produce with a series if new musical ads paying homage to bananas, bread, tomatoes, berries and stone fruit.

The new ‘So Fresh’ spots created by BMF, takes inspiration from pop, psychedelic rock, reggae, dance and R&B to create music videos for the produce, and were created in association with Rumble Studios.

“Aldi offers the same high quality for low prices in its fresh food as it does everywhere else, but shoppers still have their doubts. With ‘So Fresh’ we created a fresh take on the ‘celebrity chefs hugging farmers’ approach that the rest of the supermarket category relies on” explains BMF planning director, Ali Tilling.

Bananas take their inspiration from the pop genre:

“If you’re trying to show everyone how much you love tomatoes it makes total sense to write a love song to them, then shoot a Boyz 2 Men style music video in their honour.” said BMF creative director, Alex Derwin.

“We had great fun collaborating with Chris at Exit and Rumble Studios, and I think it shows in the work.”

Bread takes on a reggae vibe:

While berries take a psychedelic twist with a hint of The Beatles:

And stone fruit goes the dance music route:

The campaign includes TVCs, catalogue, website, social and point of sale.


Executive Creative Director: Cam Blackley

Creative Director: Alex Derwin

Art Director: Nicole Hetherington

Copywriter: Simon Fowler

Designer: Lincoln Grice

Strategic Planner: Ali Tilling

Client Services Director: Dan Lacaze

GAD: Jonny Bucknall

Senior Account Director: Aisling Salmaggi

Account Director: Hayley Basham

Agency Producer: Fiona Gillies

Director: Christopher Hill

Producer : Jodi Matterson

Production Company: Exit Films

Post Production: AltVfx

VFX Supervisor: Jay Hawkins @ Alt VFX

Editor: Stuart Bowen

Music:  Rumble Studios

Sound Production: Rumble Studios

DoP: Lachlan Milne



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