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.