Relatives tussle over the last prawn in new ALDI Christmas spot
ALDI is one of the last major retailers to drop their Christmas campaign this year, celebrating generosity in a festive spot launched last night via BMF.
‘Overcooked Generosity’ is the second iteration of the supermarket brand’s ‘You Can’t Overcook Christmas’ platform, launched with BMF last year in celebration of the “unbridled joy of Christmas”.
The campaign creative was worked on by the brand’s long-term creative partner BMF, with PR from Ogilvy PR, and media from Zenith, with the Publicis media agency having been reappointed by ALDI last month.
The new 60 second spot plays out the familiar polite argument over who will get the last of the Christmas prawns, with two relatives both offering the sought-after dish to each other. As the disagreement escalates, the relatives perform elaborate stunts as they pass the prawn between themselves like a hot potato.
The campaign launches less than a week after the news of the departure of ALDI marketing director Mark Richardson, who leaves the supermarket retailer after five years, having launched the brand’s iconic ‘good different’ positioning at the beginning of his remit. Richardson is set to be replaced by former Westpac Group marketer, Jenny Melhuish, in January.
Of the new campaign, likely to be the last during his tenure, Richardson said: “At a time when Aussies will be auditing their festive plans to balance the Christmas they want, with the Christmas they can afford, ALDI plays a unique role in helping people Overcook their Christmas, without overcooking their budget.
“Aussies can have the Christmas they want while saving the money they need and not compromising on quality. Because at ALDI Christmas is about more than just savings, it’s about getting more for your money.”
Creative director at BMF, David Fraser, said Christmas isn’t Christmas unless a few well-meaning relatives engage in a polite fight: “Overcooking such a simple truth felt like it would strike a chord with Aussies. And hopefully, ALDI can help families have one less argument this year.”
The integrated campaign will roll out across key media channels including TV, outdoor, radio, digital, social, PR, catalogue, owned website, EDM, media partnerships, and POS.
Following the news of Richardson’s exit from ALDI, Mumbrella’s Calum Jaspan and Kalila Welch took the opportunity to take a look at how the brand’s quirky approach to advertising had helped it to triple its market share since 2009 on the latest episode of the Mumbrellacast. Check it out below:
Credits
Creative Agency: BMF
Creative Team: Alex Derwin, David Fraser, Dantie Van Der Merwe, Josie Fox, Harry Stanford, Angel McMullan and Erica Mallett
Design Team: Lincoln Grice, Fiona McCleod, Alex Kidd, Yoon Park and Holly Jones
Planning Team: Christina Aventi, Anna Bollinger, Josef Wimberger
Account Service: Stephen McArdle, Aisling Colley, Rebekah O’Grady, Flora Fraser, and Kristen Henry
TV Production: Jenny Lee-Archer
Print Production: Basir Salleh, Karen Liddle, Julie Sorrell, Lauren Swaab and Simone Plaza
Finished Artist: Adrian Jobse, Amanda Perkin and Romi Carrera
Creative Traffic: Clare Yardley and Chris Burchett
Film Production:
Director: Hamish Rothwell
Production Company: Goodoil
Executive Producer: Juliet Bishop Producer: Tracy-Lee Permall
DOP: Germain McMicking
Editor: Lucas Baynes and Phoebe Taylor – Arc Edit
Post Production: Blockhead
Sound House: Rumble Studios
Sound Designer: Tone Aston
Executive Producer: Michael Gie
Music: ‘It’s beginning to look a lot like Christmas’ performed by Perry Como
Music Supervisors: Level Two
Music Publisher: Kobalt Music
Publishing Label: Sony Music Entertainment
Brand OOH Production Company: Louis & Co
Photographer: Mat Baker
Producer: Louis Molines & Camilla Carey
Retoucher: Carl Baker
Retail OOH, Content and Social Production Production company: Bantam Productions Content Team: Nico Engelbrecht and Holly Whiteley Photographer: Gavin Johns Producer: Jasmin Connor Retouchers: Kate Field, Rebecca Xu, Angus Whalan, Chris Moore and Jeni Rohwer Animation: Max Lu
CLIENT CREDITS: ALDI Australia
Media Agency: Zenith Strategy & Planning Team: Sarah Heitkamp and Ryan Varley Account Service: Katharine Titley, Joanna Szkurat, Alex Huxley and Emma Welch
PR Agency: Ogilvy PR
Best ad I’ve seen in a very long time.
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