Aldi parties to ‘Sandstorm’ in 2021 Christmas ad via BMF

Aldi has released its 2021 Christmas campaign via BMF, titled ‘You can’t overcook Christmas’.

The campaign heavily features house music, specifically Darude’s ‘Sandstorm’.

The 60-second spot begins with people standing around their kitchens and houses, before the beat drops and people begin to dance, reminiscent of clubbing scenes. The spot ends with the line “You can’t overcook Christmas. Aldi. Good different” as a woman ascends in the air from the Christmas meal table.

Last year’s Christmas campaign, which was also created by BMF, featured swimming Santas.

Aldi’s director of marketing Mark Richardson said: “After yet another lengthy period of disruption to ‘normal’ life, Aussies are getting back out into the real world with gusto. Shoppers are on the lookout for unique products or great deals that can act as an antidote to the dull ‘sameness’ of lockdowns and restrictions. In the lead-up to Christmas, we want to tap into post-lockdown excitement and show what many of us are feeling: this year is the year to go a bit bigger.

“To do this, we’ve created an emotive and upbeat Christmas campaign that is centred on the joy of letting loose. We hope that the ‘You Can’t Overcook Christmas’ call to arms, together with ALDI’s prices and phenomenal range, will energise shoppers to create the best possible Christmas for family and friends this year.”

The campaign will be on TV, radio, outdoor, digital, social, catalogue and point-of-sale (POS).

One of the campaign’s OOH assets

BMF also created the ‘Supermarket Whistleblowers’ campaign for Aldi.


Agency Credits

Creative Agency: BMF

Creative Team: Alex Derwin, David Fraser, Dantie van der Merwe, Leila Cranswick and
Lisa Down

Design Team: Fiona McLeod and Yoon Park

Planning Team: Christina Aventi, Kinga Papp and Josef Wimberger

Account Service: Stephen McArdle, Paul Coles, Aisling Colley, Bryan Bryant-Steeds, Georgia Moulis and Francesca Di Stefano

TV Production: Jenny Lee-Archer and Esta Lau

Creative Traffic Manager: Chris Burchett

Print Production: Basir Salleh, Julie Sorrell and Lauren Swaab

Finished Artists: Adrian Jobse, Romi Carrera, Amanda Perkin and Lindsey Gregory

PR: Lu Borges and Elliott Holohan


Production Company: FINCH

Director: Benji Weinstein

Producer: Claire Thompson

Executive Producer: Loren Bradley

Cinematographer: Lachlan Milne

Editors: Jack Hutchings and Lily Davis

Music: “Sandstorm” performed by Dave Winnel

Music Supervision: Level Two Music

Sound House: Rumble Studios

Sound Designer: Tone Aston

Sound and Music EP: Michael Gie

Composer: Adam Moses

Brand OOH & POS

Production Company: The Kitchen Creative Group

Photographer: Juli Balla

Producer: Zabrina Wong

Retoucher: Adam Hayes

Retail, Content and Social

Production Company: Bantam Productions

Head of Content Creative: Nico Engelbrecht

Content Producer: Holly Whiteley

Photographer: Gavin Johns

Producer: Debra Maloney

Retouchers: Rhiannon Jansma and Jenni Rohwer


Media: Zenith

Client Partner: Ana Bagevski

Head of Strategy and Planning: Sarah Heitkamp

Strategy and Planning Director: Ryan Varley

Account Director: Rachel Lawton

Digital Director: Adam Cartwright

Scarlett Templeman
Executive Manager – Communications

ALDI Stores (A Limited Partnership)
Corporate Buying AUS


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