Aldi has fired the latest salvo in the supermarket wars as it ups the ante in the lower-priced alcohol market sector with the help of a cheeky creative campaign from BMF.
Having already put its mark on the sector with its less-than-straight-faced approach to flogging fast-moving consumer goods, Aldi is now marketing its cheap beer and wine in a similar voice.
The campaign also focuses on quality and value for money, highlighting awards some of its wines have won.
“Experts from around the world have, in blind taste tests, awarded Aldi’s liquor products numerous accolades,” said marketing director Sam Viney.
“The truth is: you don’t drink the label. Let your taste buds be the judge.”
The campaign also tackles snobbery in its creative approach to the sector.
Executive Creative Director: Cam Blackley
Creative Director: Alex Derwin
Art Director: Dave Ladd, Dantie Van Der Merwe
Copywriter: Dave Ladd, Dave Fraser, Cat Williams
Planning Director: Ali Tilling
Client Services Director: Dan Lacaze
Senior Account Director: Peitra Withaar
Account Managers: Elaine McAteer, Harriet Cockhill
Catalogue Account Manager: Brooke Karam
Digital build: Helium
Marketing Director: Sam Viney