ALDI Unveils ‘The More The Merrier’ Christmas Campaign Via BMF

ALDI Unveils ‘The More The Merrier’ Christmas Campaign Via BMF

At Christmas, Australians welcome blow-ins and drop-ins, tag-alongs and plus-ones. It’s the more the merrier in Australia and that’s the way we like it. Thanks to ALDI’s Christmas range, you can afford to have plenty to feed your crowd, whatever the size.

This year, the brand’s telling the story of Doug, a stubborn batsman whose epic innings of backyard cricket drew people from far and wide. They came for the cricket but stayed for the spread.

It’s not just a battle between bat and ball. It’s a battle between ego and grumbly tummy. Between pride and pavlova. Eventually, the temptation of a Christmas feast proved too much for Doug, and he gave up his wicket to share in the festivities.

‘The More The Merrier’ campaign launched with a TV ad and will be followed by a series of retail TV ads with everything you‘ll need for entertaining, feasting, gifting and decorating. The integrated campaign is also supported by digital display, outdoor, social, POS, eDMs and ALDI catalogues.

“It’s been a big year for ALDI. We’ve launched a new brand positioning, rolled out a new retail platform, and managed to squeeze in the implementation of a new global logo – alongside our regular campaign activity. Now, it’s time to tell a good old-fashioned Christmas story that’s celebrating an authentic Aussie legend, ” said BMF creative director, Alex Derwin.

“We’ve celebrated the joys of the perfect Aussie Christmas for the last 5 years. We’ve stayed true to that, but moved it up a notch. Enter stage left an epic Christmas fable done in a perfect Aussie way that invites everyone to join in the festive feast of Merriment. We’re very proud and we hope it tickles your fancy,” said BMF managing director, Steve McArdle.

An ALDI spokesperson added, “Our Christmas campaigns have contributed significantly to business growth over the last couple of years. This year we’ve found a fresh take on Christmas in Australia that will entice even more shoppers to explore ALDI’s Christmas range and experience the category leading prices.”

Credit list:

Executive Creative Director: Cam Blackey

Creative Director: Alex Derwin

Associate Creative Director: Rosita Rawnsley-Mason

Copywriters: Chris Berrent and Tom Johnson

Designer: Matthew Hughes

Executive Planning Director: Christina Aventi

Head of Planning: Hugh Munro

Planning Executive: Kellie Box

Managing Director: Stephen McArdle

Group Account Director: Toby Hussey

Account Director: Rose Flowers

Account Manager: James Arnold

Account Executive: India Gates

Senior Agency Producer: Emma Friend

Director: Hamish Rothwell

Production Company: Goodoil

Producer: Llew Griffiths

Executive Producer: Sam Long

DoP: Germain McMicking

Casting: Alison Meadows @Mullinars

Art Director: Guy Treadgold

Post Production: ALT FX

Editor: Peter Sciberras @ARC

Music: Elliot @Turning Studios

Sound Design / Audio post: Tone Aston @Rumble Studios

Art Buyer (Print): Basir Salleh

Photographer (Print): Gavin Johns


Client Credits:

Marketing Director: Mark Richardson

Marketing Manager: Kylie Warnke

Marketing Assistant: Katherine Franulovich

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