ALDI is encouraging Australians to rediscover their festive sparkle this Christmas, with a new campaign from BMF celebrating the season’s traditions without the hefty price tag.
Titled ‘Time to Shine’, the campaign follows the Tinsleys, a Christmas-loving family made entirely of tinsel who have traditionally gone all out for the festive season.
However, after a long year, the family has lost some of its sparkle, with an affordable Christmas spread from ALDI helping them rediscover their festive spirit.
The campaign highlights ALDI’s Christmas range, including glazed ham, French champagne, cherry liqueurs and other seasonal treats, positioning the retailer’s value offering as a way for Australians to celebrate Christmas without compromising on the things that make the season special.
Jenny Melhuish, marketing director at ALDI Australia, said the campaign was about encouraging shoppers to celebrate Christmas their own way while making the most of the retailer’s affordable range.
“This Christmas, ALDI is inviting Australians to find their sparkle again and put on the Christmas they want, without feeling like they need to compromise,” Melhuish said.
“Whether it’s the glazed ham, the French champagne or all the festive extras that make the season special, our focus is on delivering exceptional quality at ALDI Prices Australians can count on.”
Melhuish added that more than half of ALDI’s Christmas range is priced under $5, with the retailer looking to make festive traditions more accessible amid ongoing household budget pressures.
“Time to Shine is about embracing the joy of the season and celebrating in a way that feels right for you,” she said.
The integrated campaign was created in partnership with Publicis Groupe’s Aldi One and Ogilvy PR, and will run across television, online video, radio, digital audio, cinema, display, social media, out-of-home, partnerships, PR and ALDI’s owned channels.
David Fraser, executive creative director at BMF, said the campaign uses the tinsel family to reflect the feeling of a long year, while showing how an affordable festive spread can help bring back the Christmas spirit.
“It’s been a big year, and even a family made of tinsel is feeling a little less shiny than usual,” Fraser said.
“But with an affordable festive spread from ALDI, everyone can get their sparkle back without stretching the budget.”
Credits
Client: ALDI Australia
Creative Agency: BMF
Director: Matt Aselton
Production Company: Good Oil
Post Production: Blockhead
Editor: ARC
Sound Production: Rumble Studios
Music Supervisor: Level Two
Media Agency: Zenith Media Australia
Digital Agency: Digitas Australia
PR Agency: Ogilvy PR
