ALDI is ‘ready when you’re not’ in new TV commercial for its Mamia nappy range via BMF


face1.jpgBabies have an innate ability to choose the most inappropriate time to make use of their nappy. In BMF’s new campaign for ALDI’s exclusive Mamia range, babies have been captured pulling ‘that face’ which every parent will instantly recognise using the tagline ‘Ready when you’re not’.


The campaign kicks off Sunday 28 October with TV, print, catalogue and online advertising across Kidspot, Mother & Baby and Birth websites. The campaign aims to raise awareness of the Mamia brand, which is already favourite with Australian families.

face2.jpgSays an ALDI spokesperson: “Every parent knows that a reliable nappy is essential when venturing out in public with your baby. It’s been a fun and collaborative process working with BMF in turning this insight into a Mamia nappy campaign that parents will love.”


Says Carlos Alija and Laura Sampedro, BMF joint executive creative directors: “When you’re a parent, you know real life is far from the happy, phoney images you usually see in nappy ads. We hope this campaign, along with our upcoming campaigns, show ALDI as a brand that relates to real people and their sense of humour.”