ALDI's 'The More The Merrier' 2017 Campaign Celebrates Our Christmas Feasts
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 quality Christmas range, you can afford to have plenty to feed your crowd, whatever the size.
This year, we're telling the true-ish 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, ALDI catalogues and https://www.aldi.com.au/christmas.
Says Alex Derwin, creative director, BMF: "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."
Says Steve McArdle, managing director, BMF: "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."
Says an ALDI spokesperson: "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."
Senior Producer: Emma Friend
Planners: (Executive) Kellie Box
Planner: Kellie Box
Managing Director: Stephen McArdle
Head of Planning: Hugh Munro
Group Account Director: Toby Hussey
Executive Planning Director: Christina Aventi
Executive Creative Director: Cam Blackey
Designer: Matthew Hughes
Creative Director: Alex Derwin
Creative Agency: BMF
Copywriter: Chris Berrent and Tom Johnson
Associate Creative Director: Rosita Rawnsley-Mason
Account Manager: James Arnold
Account Executive: India Gates
Account Director: Rose Flowers
Music and Sound
Music Production: Elliot @Turning Studios
Audio Post Production: Tone Aston @Rumble Studios
Editor: Peter Sciberras @ARC
Post Production / VFX
Post Production House: ALT FX
Print / OOH
Photographer: Gavin Johns
Art Buyer: Basir Salleh
Production Company: Goodoil
Producer: Llew Griffiths
Executive Producer: Sam Long
DOP: Germain McMicking
Director: Hamish Rothwell
Casting Director: Alison Meadows @ Mullinars
Art Director : Guy Treadgold
Category: Food , Savoury
Genre: PR , People , Strategy/Insight