Sydney, Australia – With lockdowns in Australia slowly being lifted out across many cities, supermarket chain ALDI has launched its newest campaign, inviting Australians to make their Christmas preparations more creative, exciting, and with gusto.
Part of the campaign includes a 60-second TVC depicting Australians seemingly getting bored or frustrated in preparing for Christmas-related things such as wrapping gifts, setting the table for Christmas dinner or dressing the chicken for cooking. Then, with the popular track ‘Sandstorm’ by Darude, the ad shifts these ‘mundane’ preparations into something more exciting, and ‘party-like’.
“ALDI wants Aussies to have the Christmas they deserve. A completely overcooked Christmas. From birds inside birds, to ridiculously low-priced French Champagne and award-winning hams, ALDI is proving that you simply can’t overcook Christmas this year. We know Australians deserve it, and they deserve it at the best possible prices,” the company said in a press statement.
Mark Richardson, director of marketing at ALDI Australia, said that they wanted to tap into post-lockdown excitement and show what many of us are feeling: this year is the year to go a bit bigger for Christmas.
“To do this, we’ve created an emotive and upbeat Christmas campaign that is centred on the joy of letting loose. We hope that the ‘You Can’t Overcook Christmas’ call to arms, together with ALDI’s prices and phenomenal range, will energise shoppers to create the best possible Christmas for family and friends this year,” Richardson stated.
The campaign is a collaborative effort that has seen the participation of creative agency BMF, production company FINCH, The Kitchen Creative Group, and Bantam Productions.
The integrated campaign, targeting 5 million grocery buyers, will run across key media channels of TV, radio, outdoor, digital, social, catalog, and POS.