Aldi unleashes a ‘never-ending’ ham for its 2019 Christmas campaign
A ham that never diminishes, no matter how many slices you make, has taken centre stage in Aldi’s 2019 Christmas campaign.
The magic of the ham is discovered by Beryl, and as she attempts to share it with the members of her community, they become hypnotised by the ham’s power and follow her wherever she goes. When the town arrives at Christmas lunch, a jealous rival throws the ham off a cliff, only for it to be caught by a fisherman down below, confirming its status as ‘The Miracle Ham’.
The campaign is based on the consumer sentiment that Christmas ham never ends, feeding families through to New Year’s Day and beyond. It draws on the idea that ham is the centrepiece that brings families and communities together over the holiday period.
BMF creative directors, Dantie van der Merwe and David Fraser, explained: “Ham is often the main event at Christmas lunch. And, in the week after, every time you open the fridge, there seems to be ham leftovers staring back at you. A pork prodigy felt like the right blend of truth and fiction for this year’s ‘More the Merrier’ Christmas story.”
The Miracle Ham’s OOH execution
Group account director, Aisling Colley, added that the brand platform, ‘The More The Merrier’, places the focus of Christmas on generosity, instead of the pressure to spend.
“Our long-standing creative platform ‘The More the Merrier’ is the perfect expression of generosity at Christmas, and enables us to show Aussies they don’t have to compromise at this time of year. It perfectly captures the Australian spirit (and the effect of a magical ham), whilst demonstrating Aldi’s promise to Aussies at this festive time of year – a surprising range of exceptional products, at the lowest possible prices,” Colley said.
Aldi Australia marketing director, Mark Richardson, said the miracle ham represents the value of Aldi products.
“Christmas is the time of year that Australians want to spoil their families, however there can be a misconception that to get the best-quality Christmas feast, presents and experience, you need to spend big. The never-ending ham in our 2019 Christmas campaign is a sentiment to the value you can get at Aldi. With great prices across our entire Christmas range, you can afford to spoil your guests with our award-winning Australian hams, European sweets and delicacies, decorations and gifts on any budget,” Richardson explained.
The launch film was shot on-site in Tasmania.
Retail ads featuring Aldi’s range of Christmas products will be released leading up to the holiday. Aldi has already confirmed that its Wine Advent calendar will be returning on Wednesday, 13 November.
The campaign will launch on Sunday across TV, online, radio, OOH, catalogue, social, and Aldi’s website and point of sale.
Last year’s campaign from Aldi saw Santa get lost in the Australian outback, and a regional community help him get back on his feet, and his sled, after sharing Christmas lunch.
2019 Credits
Creative Agency: BMF
Executive Creative Director: Alex Derwin
Creative Directors: David Fraser and Dantie Van Der Merwe
Art Director: Sammy Hall
Copywriter: Stephanie Allen
Executive Planning Director: Christina Aventi
Group Strategy Director: Kinga Papp
Planner: Kellie Box
Managing Director: Steve McArdle
General Manager: Paul Coles
Group Account Director: Aisling Colley
Senior Account Manager: James Arnold
Account Executive: Maddison Bailey
Agency Producer (Head of TV): Jenny Lee-Archer
Director: Hamish Rothwell
Production Company: Goodoil Films
Executive Producer: Juliet Bishop
Producer: Andrew McLean
DOP: Marty Williams
Editor: Pete Scibberas @ ARC Edit
Post Production: ALT.VFX
Production Design: Guy Treadgold
Sound: Rumble Studios
Music: Elliott Wheeler – Turning Studios
Composers: Elliott Wheeler, Jamieson Shaw and Hamish Rothwell
Art Buyer: Basir Salleh
Photographer: Peter Whyte
Illustration: Evie Hilliar
Retouching: Rhiannon Jansma
not a bad ad, not a great ad, but a decent ad. 7/10
I wish Aldi and BMF a very Merry Christmas.
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I want to make an ad like this.
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Was great to see it shot in has but sad to say tasmanians cart buy the ham because Aldi is not in tas. Why why
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So proud that you filmed in my home town, it was spectacular, shame there is no Aldi in Tasmania ??
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Despite watching this advertisement several times, we had no idea what the meaning of this advertisement was until we read this article. We hope that Aldi did not expend a large amount of money for this very confusing and unclear advertisement…
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Who played the old woman in the Aldi the more the merrier add
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It needs a line of copy to explain the “never ending” thing. And why not confuse the story even more with an opening scene that’s totally irrelevant. Complete fail in story telling.
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Saw cutdown version on air, makes no sense.
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Bingo
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Aldi. Good. Confused.
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Looking forward to seeing this at next years award ceremonies, for having single-handedly generated a sales increase for Aldi at Christmas.
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Looks like Lynette Curran. Can anyone confirm? There are no performers credited.
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I like it.
Yep, I had bugger-all idea what it was for when I watched the clip.
But when ‘Run Rabbit Run’ and ‘It’s Easy To Lose Yourself in Melbourne’ with its red woollen ball went to air I had bugger-all idea what they were about back then either.
Yet they remain some of the most effective and memorable ads in the past 10-20 years. Music is key.
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This is one of the better ads screening now and before. Great!
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aldi sells ham.
and a secondary outtake is they’ve got your xmas sorted.
pretty simple.
and all in a likeable way, which further creates positive memory associations with the brand.
it’s not rocket science, and it doesn’t have to be.
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Who is the actress cutting the ham?
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Shame after hundreds of requests there is still no Aldi anywhere in tas…… come on aldi…give us a go, after all we A RE part of Aus afterall. Or is it the state govt or woolworths that wont let you in.
On another note….who is the aussie actress playingBeryl i n your adds, her name sadly missing from credits….
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Ads should not be confusing !!!!
None of my family or friends know why the woman shuts her door and throws ham over the cliff!!??? Hence the reason I’m on this site.
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Jackie weaver
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Jackie weaver
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My family and I have been thinking the same thing – discussing what is the message they are trying to convey … at least we are talking about it …but didn’t work for us – loved seeing Lynette Curran in the lead role
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How refreshingly whimsical. Delightful stuff. Kudos to Aldi and BMF.
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Would anyone happen to know the name of the song/music in this ad? It sounds kind of like a nursery rhyme and I love it ?
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As a former creative director and advertising agency owner all I can say is that if you are smart enough to work this out you are smart enough to shop elsewhere.
There is an old adage in business…”work from the market backwards”.
Apply this, when understanding Aldi’s customer base, to this latest offering from BMF and you will quickly understand that the ad is a monument to the agency. The message is beyond the customer.
This is when too much “clever” ends up as total “dumb”
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I thought it was Jacki Weaver too.
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I thought it was Jacki Weaver at first, but I think it’s Lynette Curran after a second look.
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I agree with Ian and Tracey . . . I had no idea what the advertisers were trying to say. An endless amount of ham “skin” would put me off buying this product from Aldi.
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This ad is annoying and its not funny at all or does not make you feel good. You are trying to hard to be different. catchy?? No just crap.
Like alot of aldi ads they are all pretty stupid especialy the fruit ads. i do love shopping at aldi with 5 kids i cant go wrong but get rid of your rubbish crappy boring stupid tv commercials.
Just saying…..
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Like Mr Palmer said in the comments.
totally agree
DUMB…..
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BTW My comments are not because i dont understand the stupid commercial its just Dumb and a waist of flippin money that could of been put back into the pay packets xmas bonuses for all the aldi employees.
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I have watched this ad many times and I have no idea what the point is. Why does she throw a miracle ham away? It annoys me no end.
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I love the music. I have a little jig every time I hear it! ?
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Lynette Curren for sure
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Great add I’m sure it’s easy to see that the ham goes on and on after slicing and why wouldn’t you want to share with your friends!! Beautiful scenery of Stanley and surrounds! Well done Aldi to showcase a piece of Tassie even if there are no Aldi stores in Tassie!!
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Because you can not spell can’t
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There’s a miracle, a betrayal, and resurrection. Hmmm.
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The grumpy woman is the ham woman’s village rival and represents the “grinch” element of Christmas.
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Agree Had no idea what add was about
Does nothing for me
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I thought the lady carving the ham was Jacki Weaver too!!!! They say, we all have a double!
Merry Christmas and a Happy New Year to you all!!
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Pretty sure it is Lynette Curran. Definitely not Jackie Weaver as a couple of people have stated
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Isn’t Beryl the one that throws the never ending Aldi ham off the cliff and not a jealous rival?
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I also , had no idea what it was about until I got onto this page ! I like the catchy tune , :& even the visuals , but I don’t think it’s a good ad as it fails to convey the meaning clearly !
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I still don’t understand, all they get is the skin, over and over and over, silly, annoying!
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I think she has a market stall at camberwell selling jewellery
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Who is the woman in the ad that slices the ham
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Yes, loved seeing Lynette Curran as Beryl, with her magic ham. She really brings the magic.
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Who played the role of the lumberjack? Looks like he’s straight out of Scandinavia. He should be in a television show or film. Get yourself over to Hollywood man. You will rock them.
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Yeah, thought it definately was???
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That would have to be the worst ad I’ve ever seen, no idear what the F there trying to sale ,Cranky old woman,some strongman or a guy in a wooden dingy that can catch something some old Sheila tossed Ha?
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Love seeing Lynette as the star in this fabulous ad. Love everything about it. Lynette and I were in the same class throughout high school at Burwood NSW. I’d love to contact her but don’t know how. My name then was Glenise Shute, I’m usually called Glen now and my married name is Liddell. Another school friend Lynne Close messaged me about the ad.
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Very strange ad, no idea what it’s about and have now seen It too many times. I hardly watch any TV, the frequency of the buy seems v heavy and it is beyond annoying.
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What is the name of the leading Lady ? She is fabulous..
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Who is the main actress in the ad ?
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Hubby recognised the scenery as tassie from our trip in 2016. He thinks the ad is trying to convey a European feel, and that the ham is tossed over the cliff as a giving act to the fisherman. I think it is tossed as too many people annoying the old lady and the fisherman catches it and offers it back to her. Very catchy music anyway.
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I see credits for everyone else but the actors.
Is the ham lady played by Lyn Curran?
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