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.”
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
Marketing Director: Mark Richardson
Marketing Manager: Kylie Warnke
Marketing Assistant: Katherine Franulovich
Media Agency: Zenith