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


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