Campaign details

Agency: BMF

Executive Summary

From Surfing Santas to The Tinkletons, ALDI Christmas is a major retail event.

But big success comes with big expectations, competition and Christmas cliches aplenty.

Whilst ALDI saw increases at Christmas, perception of quality lagged behind competitors. And with a year of Colesworths pushing half price, ALDI's value had been knocked.

ALDI's 2017 campaign reframed the value equation from crude quality/price to 'generosity' demonstrating ALDI could entice the hungry Christmas mobs in a uniquely Australian way.

It was the most successful yet delivering a lift in sales despite a reduction in campaign spend, netting an ROI  for every dollar spent.

What was the strategic communications challenge?

Expectations were sky-high following a series of successful Christmas campaigns.