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Marketing Featured ANZ

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

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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E-commerce Cashrewards launches biggest season campaign ‘Happy Dayz’

Australia – Retail e-commerce company Cashrewards has launched its biggest season marketing campaign, including a new creative that features content queens SketchShe, which will be all delivered end-to-end by its in-house creative team. 

Called ‘Happy Dayz’, the campaign aims to celebrate the unique sense of excitement as the nation enters the first key shopping season since the pandemic, with ‘dayz’ referencing the key seasonal shopping days, such as Black Friday, Cyber weekend, Christmas, Boxing Day, and the New Year Sales.

Through the campaign, Cashrewards has tapped SketchShe to bring their signature inventive wit and energy to the creative. It will run across BVOD, YouTube, social, and advertorial, as well as digital display, and outdoor.

Matthew Poulier, Cashrewards’ head of brand, noted that their biggest ever campaign combines with a record media spend to maximize the most important quarter of the year at a time where pent-up demand is at an all-time high.

He further shared that as the nation emerges from lockdown, the ‘Happy Dayz’ campaign taps into the mood of celebration as Australia gears up to celebrate the joy of summer freedom. 

“Cashrewards is growing fast with more than one million members geared up to reward our merchant partners for the incredible program of cashback offers they have programmed throughout the key seasonal shopping period. I’m particularly proud of the Cashrewards in-house creative team for delivering such an outstanding campaign from end-to-end,” said Poulier.

During the campaign, shoppers will see brands such as Myer, Big W, Catch, Liquorland, and Booking.com, as well as Expedia, and Bonds, among others, active on the platform.