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."
Creative Agency: BMF
Copywriter: Chris Berrent and Tom Johnson
Planner: Kellie Box
Executive Creative Director: Cam Blackey
Group Account Director: Toby Hussey
Account Executive: India Gates
Associate Creative Director: Rosita Rawnsley-Mason
Senior Producer: Emma Friend
Head of Planning: Hugh Munro
Executive Planning Director: Christina Aventi
Planners: (Executive) Kellie Box
Designer: Matthew Hughes
Managing Director: Stephen McArdle
Production Company: Goodoil
Executive Producer: Sam Long
Director: Hamish Rothwell
DOP: Germain McMicking
Producer: Llew Griffiths
Art Director : Guy Treadgold
Casting Director: Alison Meadows @ Mullinars
Editor: Peter Sciberras @ARC
Post Production / VFX
Post Production Company: ALT FX
Audio Post Production: Tone Aston @Rumble Studios
Music Production: Elliot @Turning Studios
Print / OOH
Art Buyer: Basir Salleh
Photographer: Gavin Johns
Category: Food , Savoury
Genre: PR , People , Strategy/Insight