Aldi introduces ‘Supermarket Whistleblowers’ in new campaign via BMF

Aldi Australia continues to lean into its challenger supermarket brand status with a new campaign introducing the ‘Supermarket Whistleblowers’.

The latest campaign, created with BMF, highlights the idea that every Aussie can save money by shopping at ALDI – even those that should have their supermarket loyalties elsewhere.

The campaign’s hero TVC centres around anonymous interviews with employees of competitor supermarkets, who reveal the different ways that they hide their Aldi shopping habits.

Some of the ‘Supermarket Whislebowers’ hide their Aldi shopping bags, while others pack a change of clothes after their shifts, in this mockumentary-style spot.

The new campaign was again created by BMF, which has held Aldi’s creative account for over 18 years in Australia. It follows the agency’s most recent work on a tongue-in-cheek COVID-19 campaign, and a Christmas campaign featuring swimming Santas.

The campaign launches in Australia across TV, OOH, radio and digital.


Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Directors: David Fraser and Dantie van der Merwe
Copywriter: Stephanie Allen and Rob Boddington
Chief Strategy Officer: Christina Aventi
Group Planning Director: Kinga Papp
Senior Planner: Josef Wimberger
Chief Executive Officer: Stephen McArdle
General Manager: Paul Coles
Deputy Head of Account Management: Aisling Colley
Account Director: James Arnold
Account Manager: Flora Fraser
Head of TV: Jenny Lee-Archer
Senior Agency Producer: Emma Friend
Production Company: Revolver
Director: The Glue Society
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Executive Producer: Jasmin Helliar
Producer: Serena Paull
DOP: Jordan Maddocks
Editor: The Glue Society
Post Production: Glue Society
Sound Production: OTIS


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