ALDI and Nine’s The Block Do Partnership Deal Via Maxus

ALDI and Nine’s The Block Do Partnership Deal Via Maxus
SHARE
THIS


What best describes you?

Media agency Maxus has brokered a partnership between supermarket brand ALDI and Nine’s The Block which returned for its 11th season on Sunday night.

 This is the first integrated TV partnership ALDI has forged in the Australian market and the execution will see ALDI ‘fuel’ the renovation show with its core range of grocery items and weekly ‘Special Buys’.

ALDI is feeding the show’s contestants, who in previous series have lived predominately on takeaway meals. With ALDI’s Prahran store within walking distance from The Block site in Melbourne’s South Yarra, Blockheads have a personal pantry at their disposal, in addition to on-site supplies as well as ALDI lunch and snack packs for when the contestants are out and about.

The partnership will unfold throughout the season with ALDI’s grocery items and ‘Special Buys’ including a range of home wares products. This will come in handy when the Blockheads are decking out their apartments in The Blocktagon, particularly considering the tight budgets they have to work with.

“ALDI is helping the Blockheads to make smart choices on a budget, much like everyday ALDI customers,” said Sam Viney, ALDI’s advertising and PR director.

In addition to this multi-layered product integration, the brand will also give away $30,000 in a viewer’s choice competition.

ALDI was keen to align with a quintessentially Australian program to highlight the fact the majority of the products available in local stores are actually Australian made. With major food properties My Kitchen Rules, MasterChef and Recipe to Riches already in bed with Coles and Woolworths, Maxus had to think outside the box to find a place for ALDI.

Maxus CEO Mark McCraith said: “Like Maxus, ALDI is a challenger brand. We’re both used to seeking out disruptive, unconventional ideas and approaches. The partnership with The Block is a perfect example of ALDI’s ability to embrace new thinking.”

As the first food brand to get on board with The Block, Maxus head of innovation and partnerships Shivani Maharaj worked alongside The Block producers to integrate the brand throughout the entire series. She said: “We have worked with ALDI and The Block to really get into the DNA of the show. We’re not simply slapping an ALDI logo on the program – the brand is truly ‘fuelling’ The Block.”

The Block executive producer Julian Cress said: “Our recent partnership with ALDI has proven to be one of the most successful and seamless integrations of a client we have ever had on The Block. The best partnerships are always ones where the products are really useful for the contestants and ALDI was immediately embraced by the contestants on this series, not only for the groceries but the ski gear came in handy during what proved to be Melbourne’s coldest winter in living memory. Some teams were even able to furnish their rooms with products from ALDI.”

Creative for the project has been produced by BMF with digital agency Helium and Creation PR also involved. The execution will roll out across TV, online, social, and mobile.

 

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]