BMF Says Don’t Knock ALDI Alcohol Before You Try It

BMF Says Don’t Knock ALDI Alcohol Before You Try It

ALDI has launched the first major campaign push for its liquor range, via long-term partner BMF.

Luciana Borges
Posted by Luciana Borges

The campaign uncovers ALDI’s best kept secret yet, its oustanding range of beer, cider, wine and spirits. The range surprisingly ticks all the boxes: low price, great quality and plenty of awards to prove it.

BMF planning director Ali Tiling said, “Shoppers usually stumble upon the range in-store, or hear about it from a friend. It’s a secret they are in on – and is almost too good to share.”

Using a simple, direct and irreverent tone, the ‘Don’t knock it til you try it’ campaign was launched with a series of OOH, radio and digital advertisment with lines including playful references to alcohol snobbery/category norms or the surprisingly low prices.

“Experts from around the world have, in blind taste tests, awarded ALDI’s liquor products numerous acccolages. The truth is you don’t drink the label. Let your taste buds be the judge,” said ALDI marketing director Sam Viney.

Alex Derwin, BMF creative director, said: “ALDI liquor tastes great and it’s astonishingly cheap, so once you try it, it’s hard to justify going back to paying a premium. We needed to give people a nudge, get them to drop their preconceptions and give it a go. The idea is both simple and honest, so we can execute it, again and again, in whatever medium works the hardest.”

The campaign is also supported by PR, catalogue, radio, social and point of sale.


Executive Creative Director: Cam Blackley

Creative Director: Alex Derwin

Art Director: Dave Ladd, Dantie Van Der Merwe

Copywriter: Dave Ladd, Dave Fraser, Cat Williams

Planning Director: Ali Tilling

Client Services Director: Dan Lacaze

Senior Account Director: Peitra Withaar

Account Managers: Elaine McAteer, Harriet Cockhill

Catalogue Account Manager: Brooke Karam


Media: Maxus

PR: Creation

Digital build: Helium



Marketing Director: Sam Viney