ALDI Australia celebrates the unbridled joy of Christmas this year in new campaign via BMF


This year ALDI Australia’s Christmas campaign via BMF is encouraging Aussies to swing big this year, because you can’t overcook Christmas.


2021 has been a tough year, again. Australians have been separated from families, again. In lockdowns, again. Waiting for the “new normal”, again. Turns out, 2021 wasn’t what we all wished for. But we are back, coming out from hibernation, just in time for Christmas.

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.

ALDI is calling on Aussies to push the gravy boat out and get creative with their Christmas prep this year – from decorations to the big-day showstoppers. To the beat of “Sandstorm”, ALDI is giving Aussies inspiration to turn Christmas up to 11. Or maybe even 13.

Says Mark Richardson, director of marketing, ALDI Australia: “After yet another lengthy period of disruption to ‘normal’ life, Aussies are getting back out into the real world with gusto. Shoppers are on the lookout for unique products or great deals that can act as an antidote to the dull ‘sameness’ of lockdowns and restrictions. In the lead-up to Christmas, we want to tap into post-lockdown excitement and show what many of us are feeling: this year is the year to go a bit bigger.”

“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.”

ALDI worked with key agency partners to bring this year’s Christmas campaign message to market. The integrated campaign, targeting 5 million grocery buyers, will run across key media channels: TV, Radio, Outdoor, Digital, Social, Catalogue and POS.

Creative Agency: BMF
Creative Team: Alex Derwin, David Fraser, Dantie van der Merwe, Leila Cranswick and
Lisa Down
Design Team: Fiona McLeod and Yoon Park
Planning Team: Christina Aventi, Kinga Papp and Josef Wimberger
Account Service: Stephen McArdle, Paul Coles, Aisling Colley, Bryan Bryant-Steeds, Georgia Moulis and Francesca Di Stefano
TV Production: Jenny Lee-Archer and Esta Lau
Creative Traffic Manager: Chris Burchett
Print Production: Basir Salleh, Julie Sorrell and Lauren Swaab
Finished Artists: Adrian Jobse, Romi Carrera, Amanda Perkin and Lindsey Gregory
PR: Lu Borges and Elliott Holohan

Production Company: FINCH
Director: Benji Weinstein
Producer: Claire Thompson
Executive Producer: Loren Bradley
Cinematographer: Lachlan Milne
Editors: Jack Hutchings and Lily Davis
Music: “Sandstorm” performed by Dave Winnel
Music Supervision: Level Two Music
Sound House: Rumble Studios
Sound Designer: Tone Aston
Sound and Music EP: Michael Gie
Composer: Adam Moses
Brand OOH & POS
Production Company: The Kitchen Creative Group
Photographer: Juli Balla
Producer: Zabrina Wong
Retoucher: Adam Hayes
Retail, Content and Social
Production Company: Bantam Productions
Head of Content Creative: Nico Engelbrecht
Content Producer: Holly Whiteley
Photographer: Gavin Johns
Producer: Debra Maloney
Retouchers: Rhiannon Jansma and Jenni Rohwer

Media: Zenith
Client Partner: Ana Bagevski
Head of Strategy and Planning: Sarah Heitkamp
Strategy and Planning Director: Ryan Varley
Account Director: Rachel Lawton
Digital Director: Adam Cartwright

Scarlett Templeman
Executive Manager – Communications

ALDI Stores (A Limited Partnership)
Corporate Buying AUS

ALDI Australia celebrates the unbridled joy of Christmas this year in new campaign via BMF ALDI Australia celebrates the unbridled joy of Christmas this year in new campaign via BMF