Santa gets lost in the Australian outback in ALDI’s Christmas campaign

Discount supermarket chain ALDI has launched this year’s Christmas campaign which features Santa Claus crashing his sleigh in Australia’s outback.

The campaign, which was created by ALDI’s long-standing creative agency of record BMF, depicts Santa crashing his sleigh in the bush as he builds fences, shears sheep, drinks at the pub and runs away from a snake.

ALDI’s ‘Santa Crashes Christmas’ campaign sees Santa spend Christmas in the bush with a rural community as they work together to create a Christmas feast for Santa and repair his sleigh.

This year’s campaign is an extension of its ‘The More The Merrier’ brand platform and endeavours to draw on the idea that one unexpected guest always turns up to Christmas and is welcomed with open arms.

Alex Derwin, ECD at BMF, said the idea aims to place ALDI between Australians generosity of spirit and the reality of not wanting to spend absurd amounts of money.

“It’s our second year executing the platform and this time we’ve told a deeper story across more channels.”

Paul Coles, general manager of ALDI at BMF, added: “It’s a quintessential Aussie Christmas story with an abundance of food, family, friends and Santa – all set against a beautiful backdrop of the Australian outback.

“With an impressive range of quality Christmas fare, at the lowest possible prices, it really is the more the merrier with ALDI.”

The campaign will roll out across TV, online, social, in-store, radio, outdoor and print.

Mark Richardson, marketing director at ALDI, said: “Each and every year we work tirelessly to improve our incredible Christmas range and quality so that our customers can enjoy their Christmas, spoil their loved ones and all for the lowest possible prices.

“Our aim this year was to use the more the merrier platform to tell a great Christmas story and at the same time showcase our amazing offer. We’re really proud of the outcome.”


  • Creative Agency: BMF
    • Executive Creative Director: Alex Derwin
    • Creative Directors: David Fraser and Dantie Van Der Merwe
    • Art Director: Tom Johnson
    • Copywriter: Chris Berents
    • Executive Planning Director: Christina Aventi
    • Head of Planning: Alison Tilling
    • Planner: Kellie Box
    • Managing Director: Stephen McArdle
    • General Manager, ALDI: Paul Coles
    • Group Account Director: Aisling Colley
    • Senior Account Manager: James Arnold
    • Account Executive: India Gates
    • Graduate: Maddison Bailey
    • Agency Producer: Claire Seffrin
    • Director: Hamish Rothwell
  • Media agency: Zenith Media
  • Production Company: Goodoil Films
    • Executive Producer: Sam Long
    • Producer: Andrew McLean
    • Production Art Director:  Guy Treadgold
    • DOP:  Germain McMicking
  • Editor: Mark Burnett, The Editors
  • Post Production:  Alt.vfx
  • Composer:  Elliott Wheeler, Turning Studios
  • Sound Design: Rumble Studios

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