BMF uses unscripted ads to convince shoppers to switch to Aldi

The-Unconvincibles_KarenBMF has launched its new campaign for Aldi ‘The Unconvincibles’ featuring a group of shoppers with extreme and negative views on the supermarket chain.

The stars in the series of unscripted ads are seemingly un-switchable shoppers all of whom are ultimately converted by a friend or family member to shop at Aldi.

The campaign builds on last year’s ‘Supermarket Switch Challenge’ which used a similar concept that proved the most effective to date for the retailer with more than 600,000 new households switching to shop at Aldi as a result of the campaign.

“Unscripted ads are great fun to make, especially with characters as vocal as this. Their awkward pauses and the offhand comments give the campaign an authenticity other retailers won’t go near,” said BMF group account director, Toby Hussey.

“For ALDI to let its fiercest critics call them out on national TV – never knowing whether they’d be be able to switch them or not – is a real statement.”

Said BMF’s head of planning, Hugh Munro: “It was actually quite tricky finding people who are such staunch rejecters of Aldi. We did a call-out on Facebook, did street casting and ran focus groups, but most people were simply too easy to convert.


“In the end, we found four Unconvincibles that each had their own idiosyncratic reasons for never shopping at Aldi.

“While these barriers were deal-breakers for them, they actually reflect the more widely-held misconceptions about Aldi amongst Australian shoppers.”

The new campaign is integrated across the path to purchase, from TV and catalogue to digital, print and point of sale.

  • Credits:
  • Executive Creative Director: Cam Blackley
  • Creative Director: Alex Derwin
  • Copywriter: Jonty Bell
  • Art Director: Ben Pearce
  • Executive Planning Director: Christina Aventi
  • Head of Planning: Hugh Munro
  • Managing Director: Steve McArdle
  • Group Account Director: Toby Hussey
  • Account Director: Hayley Basham
  • Account Manager: Harriet Cockill
  • Agency Producers: Jenny Lee-Archer and Esta Lau
  • Production Company: Will O’Rourke
  • Director: The Glue Society’s Jonathon Kneebone
  • Managing Director/EP: Michael Ritchie
  • EP/Head of Projects: Josh Mullens
  • Producer: Serena Paull
  • DOP: Rob Marsh
  • Post House: The Glue Society Studios
  • Editor: The Glue Society’s Luke Crethar
  • Post Producer: Scott Stirling
  • Colourist: Christine Trodd
  • Online Operator: Heather Galvin
  • Sound: Rumble Studios
  • Client:
  • Marketing Director: Sam Viney

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