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Australia’s ALDI spotlights ‘spirit of generosity’ in sophomore  instalment of Christmas campaign

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Sydney, Australia – Christmas is no doubt coming to town, and Australia-based supermarket chain ALDI has released the new instalment of its Christmas campaign, newly called ‘Overcooked Generosity’.  

The said ad is the sophomore rendition of the ‘You Can’t Overcook Christmas’ campaign launched by ALDI Australia last year. The campaign, conceptualised together with creative agency BMF, aims to encourage Aussies to ‘go all-out’ this festive season and feed the ‘spirit of generosity.’

The campaign comes with a 30-second understated comic that sees two women trying ‘too hard’ to not be the one to grab the very last piece of prawn off the table out of ‘generosity’. Just to avoid the prawn finally landing on one’s plate, the women fight it off with silly aggressive stunts such as plates being shoved with one of the women even throwing herself out the door, only to roll down the veranda to avoid the prawn. 

In a real jovial punch, we find that there are indeed more prawns cooked and prepared for everyone. The ad finally ends with the line, ‘more prawns, more everything, because you can’t overcook Christmas’. 

ALDI Australia’s Marketing Director, Mark Richardson, said, “At a time when Aussies will be auditing their festive plans to balance the Christmas they want, with the Christmas they can afford, ALDI plays a unique role in helping people Overcook their Christmas, without overcooking their budget.”

Richardson continued “Aussies can have the Christmas they want while saving the money they need and not compromising on quality. Because at ALDI Christmas is about more than just savings, it’s about getting more for your money.”

Meanwhile, David Fraser, creative director at BMF attributed the concept of the new ad to the proverbial family animosities that are always bound to happen when families get together during the holidays, even saying that Christmas isn’t complete without a few well-meaning relatives engaging in a polite fight.

“Overcooking such a simple truth felt like it would strike a chord with Aussies. And hopefully, ALDI can help families have one less argument this year,” Fraser said.

Aside from BMF, ALDI collaborated with key agency partners Zenith Media, and Ogilvy PR to bring the campaign to market across key media channels, including TV, outdoor, radio, digital, social, PR, catalogue, owned website, EDM, media partnerships, and POS.

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