Campaign: Aldi Launches ‘Home Of The Lowest Prices’ Via BMF

Campaign: Aldi Launches ‘Home Of The Lowest Prices’ Via BMF

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




Please login with linkedin to comment

Clemenger BBDO Sydney Samsung Thinktank Social

Latest News

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
  • Advertising
  • Campaigns

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants

SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
  • Advertising

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops

Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]