ALDI Campaign Acknowledges Christmas Can Be A Major Pain In The Arse

ALDI Campaign Acknowledges Christmas Can Be A Major Pain In The Arse

Blasted decorations are everywhere and Mariah Carey’s Christmas album is being played in shopping centre – it’s official, the festive season is upon us.

B&T Magazine
Posted by B&T Magazine

And this year, ALDI has come out and said what most brands aren’t prepared to admit: sometimes, Christmas can be a right pain in the ass.

Between the gifts, the food, the pressure of shopping and the expectations of the season, it can make for an extremely stressful period. But among all the stress, panic and family dramas, there are real moments of warmth and togetherness that make it all worthwhile.

These are the moments that ALDI’s new Christmas campaign, created by BMF, embraces.

“We brought the ALDI irreverence to Christmas by celebrating the truth. The stress is just as much a part of it, as is the joy. And ALDI makes the joy possible with its amazing products…” BMF managing director, Steve McArdle, said.

The team also launched a war against decorations:

BMF creative director Alex Derwin added the campaign is a breath of fresh air amid the Christmas chaos.

“By showing the stress of the festive season in such a frenetic and freewheeling way, the viewer gets to feel the pleasure of finally sitting down to enjoy their Christmas dinner. It’s simple, direct and irreverent, just like ALDI ads should be,” he said.

The campaign showcases ALDI’s range of savoury food, seafood, desserts, sweets and Christmas decorations. The range was launched in ALDI’s catalogue and will feature prominently leading into Christmas.

The launch 60 second TVC aired on Sunday, with other TVCs promoting ALDI’s great prices appearing throughout the festive period. The campaign also includes print, radio, online and POS.

This is ALDI’s fourth major Christmas campaign under the ‘Perfect Aussie Christmas’ platform, and follows the success of the highly popular Surfin’ Santas and ALDI’s trip to Europe, to prove the uniqueness of an Australian Christmas. The campaign positions ALDI as the complete go-to for everyone’s Christmas needs.