ALDI has always stood for everyday value at the lowest prices but needed to continue positioning the brand as Australia’s lowest price supermarket.
The result? The ‘Home of the lowest prices’ tagline and campaign, led by a commercial starring a talking supercomputer (directed by BMF Creative Director, Alex Booker) that could have only come from ALDI.
Says Alex Booker, BMF creative director: “Most creatives would turn their nose up at a retail template brief. But this is ALDI and the normal rules don’t apply. I’m proud of the fact we were able to take the annoying clichés of retail – loud noises and flashing lights – and turn them into something entertaining that’s true to ALDI.”
Says ALDI spokesperson: “In the world of ALDI, anything can happen. Bears talk, the Aussie Christmas is transported to the northern hemisphere and now, a talking supercomputer has a meltdown when confronted by ALDI’s low prices. But behind the inventive creative there’s always a strong, retail message.
“This campaign will help confirm ALDI’s everyday low price positioning in the fun and quirky style ALDI has become famous for.”
Says Stephen McArdle, BMF managing partner: “Retail is a hard nut to crack, especially in the highly competitive and reactive supermarket category. These ads reinforce that ALDI’s tone of voice will always make great value stand out.”
This campaign launched with a series of TVCs, radio, catalogue, digital, social, print and POS.
Credits: Executive Creative Director: Cam Blackley Creative Director: Alex Booker Copywriter: Jonty Bell Planning: Ali Tilling Managing Partner: Stephen McArdle Group Account Director: Jonny Bucknall Account Director: Aisling Salmaggi Account Manager: Hayley Basham Designer: Lincoln Grice Agency Producer: Jenny Lee-Archer Director: Alex Booker (BMF) Producer: Alex Hay Production Company: Rabbit Content Post Production: Method & White Chocolate Editor: Mark Bennett (Method) Music: Production Library Sound Production: Rumble Studios DoP: Hugh Miller