ALDI reveals where its produce really comes from in ‘Great Fresh Food Migration’ campaign via BMF
ALDI and BMF have tackled the misconception that ALDI’s fresh produce is largely imported in their latest Good Different campaign.
Directed by Revolver/Will O’Rourke’s Andreas Nilsson, crafted by Alt.vfx and scored by Turning Studios, the spot captures one of Australia’s lesser-known natural phenomena.
Says David Fraser and Dantie van der Merwe, creative directors, BMF: “The food provenance category is full of earnest farmers and bountiful fields. This created a great opportunity to stand out, and ALDI was bold enough to take it.”
Mark Richardson, marketing director, ALDI Australia said the campaign would capture the imagination of consumers by telling ALDI’s provenance story in a new way: “We know that some Aussie shoppers can’t believe that our fresh produce can be both Australian grown and so affordable. So, we saw an opportunity to tackle this misconception head-on and reframe consumer perception.
“With a campaign like this we could have easily fallen into the category clichés of squinting farmers, in fields, in Akubras. Instead, we wanted to show the migration of our glorious produce and meat as it travels from Aussie farms to ALDI stores. We’ve done it in a way that’s both memorable and builds on our challenger brand tone.”
The Great Fresh Food Migration rolls out across the country this week and includes TV, outdoor, in store, digital, social and catalogue.
This campaign follows ALDI Australia’s recent ‘Good Energy’ announcement, a commitment to power all stores and warehouses with 100% renewable electricity by the end of 2021 – the first supermarket in Australia to do so.
Says Richardson: “Doing the right thing for our customers, whether that be supplying the best quality Australian produce, or reducing our impact on the environment, are commitments worth celebrating.”
Client: ALDI Australia
Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Directors: Dantie van der Merwe and David Fraser
Associate Creative Director/Copywriter: Roy Leibowitz
Senior Art Director: Chris Wilson
Senior Designer: Fiona McLeod
Chief Strategy Officer: Christina Aventi
Group Strategy Director: Kinga Papp
Senior Strategic Planner: Kellie Box
Chief Executive Officer: Stephen McArdle
General Manager: Paul Coles
Deputy Head of Account Management: Aisling Colley
Senior Account Director: Hayley Basham
Senior Account Manager: James Arnold
Head of TV: Jenny Lee-Archer
Director: Andreas Nilsson
Production Company: Revolver/Will O’Rourke
Managing Director/Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Producer: Alex Kember
DOP: Lachlan Milne
Edit House: The Editors
Editor: Alexandre de Franceschi
VFX/Post Production: Alt.vfx
VFX Supervisor: Jay Hawkins
VFX Executive Producer: Tyrone Estephan
Music Composition: Elliott Wheeler @ Turning Studios
Sound Design: Rumble Studios
Art Buyer: Basir Salleh
Photographer: Gavin Johns
Producer: Audra Diciunas
3D Retoucher: Paul Gawman
Retoucher: Rhiannon Jasma
Production Director: Julie Sorrell
78 Comments
Simple and dumb. Best thing ALDI has done in a while.
Once again, great work from Aldi. Nice clienting LLC.
maybe it’s monday, maybe i’m deliriously tired, but i really like this. so fun. god damn you aldi.
Caught this On Air last night. Sorry but this is absolute rubbish.
I also saw this last night, but had the total opposite reaction. Thought it stood out like flying ‘nanas. Loved it, as did the wife.
**chef’s kiss**
Absolutely excellent.
Well done, BMF.
Laughed out loud at this, so good Wilson and Roy!
Does it bother anyone else that the banana-birds are upside down in the OOH compared to the TV?
Love this
I don’t mind this. At least it’s got a bit of subtlety, something the Nescafé spot sorely lacks.
That was very funny. Only thing that bugged me was the final shot, the dad seems to start a bit too far behind the son and it feels awkward. It’s funniness well outweighs that minor craft complaint from a jealous creative though. Well done.
Lovely stuff. Well done all.
Love it! Well done Chris & Roy.
Very funny. Australia!
I love it. This shit is bananas.
Not saying it’s bad but I’m not sure at all what you guys think is so hilarious or awesome about it.
It’s an important message but I think people have the non-Australian misconception about the tins of food etc, not so much fresh produce. If you pay attention that too is actually more Aussie @ Aldi compared to the big supermarkets.
‘migrate’ as a word, especially with birds – is general taken to mean going to different countries. A bit confusing.
Absolutely brilliant…
It’s the Virgin wig ad with bananas.
Nice on Roy & Wilson!
The last shot killed me.
Well done you bloody legends. Absolutely love it.
Different.Not good.
Nice work. I chuckled.
And all the profit made from all this Australian grown produce goes straight back to Germany to one mega rich family.
Jeez we are fuckwits in this country.
Does it matter where the profits go if the prices are cheaper than Coles/Woolworths? Not like those guys are pumping the money back into the community?
Having worked for Woolworths Group, I know they do give back to the community. I have shares in Woolworths Group. Do you think I could get some Aldi shares?….I don’t think so.
I am not an F wit and I Shop there as I only have so much $ and they are very cheap
Wrong blog, mate.
Congrats to BMF. But let’s not forget that it takes an incredible client to buy this sort of stuff.
You’re obviously not a copywriter. Or an ornithologist. Migration just means movement. Birds often migrate from one side of a mountain to another. Some travel across states. For the record, I think this is great.
Haha. Great stuff.
Them birds look like bananas.
Great concept and TV but the print executions aren’t great. (looks more like agency scamps)
This is excellent.
I love when BMF’ers comment on their own work. It’s more entertaining than the actual ad.
Most of your ad agencies are owned by overseas holding companies too. You might want to go work in a different industry.
Flying bananas? Brilliant!
Swimming carrots? Bravo!
You lost me at the Webbers rolling on their own. How is that even possible?!
9/10
throwing rocks at “wildlife” hmmmm
Interesting Idea, but why does the boy throw something at the flying banana’s and knock one out of the sky. It shows a bad message that it’s OK to throw things at “Wildlife”.
Agree completely with this. I found this aspect of the advert quite disturbing
Get over yourself. Flying bananas as wildlife? How about you get a life and have a giggle at the small things we are allowed to these days.
Bananas aren’t wildlife ya knob
This is great. Well done guys
The rock is the best bit.
Amazing. Well done Roy and Wilson!
You probably thought ‘Imported from Detroit’ was a bad line.
This is A+ stuff from an agency where the people are happy.
I wish i worked there again.
The people on the mountain be floating on those rocks.
This is great and a welcome respite from last weeks monkey business.
That’s pretty bloody good.
This is fun. Well done BMF and well done Mark Richardson and team at Aldi for buying good/different stuff that’s clearly working.
@@problem is. I know what migrate means, I was talking about what the term is generally taken to mean. I had my suspicion confirmed last night when two (non-industry) members of my household, but grocery shoppers both, raised their eyes in a ‘wtf was that?’ moment.
You should move to a smarter household where your immense intelligence is matched by those around you.
It’s good to have a different approach to advertising made me lol when so many shedding tears.
Isn’t everyone a grocery shopper, you muppet? Or do people live purely on Deliveroo in your world?
I’ve always found Aldis meat veges and everything they sell is top of the range and quality. I had to wait 10 yrs for Aldie to come to SA after moving from the eastern states, thank you Aldi
why do the bananas say bobby
Original insult ‘muppet’. Oh wait, no.
I see what you mean though. Why do you show stuff ‘flying in’ , when you’re telling people it’s from here already.
I like the ad myself, but reasonable point.
LOVE IT!
Why does the Budget Direct ad have a dog with a lightsaber? They don’t exist.
The fruit and vegetables at the ALDI in Manly are disgusting.
Don’t think the fresh food people have much to worry about.
You funny bastards. Well done.
What’s the point of the kid throwing a rock and taking out a bunch??
It’s funny! My favourite bit. Me as a teen when my dad tried to school me.
Awesome spot Rhiannon and Alex. You guys rule.
Oh yeah the other people listed in credits probably did a bit too.
Great idea to show kid throwing rock to knock wildlife from the sky, giving kids the idea that is fine too throw them at flying things like birds.
Dumb.
Kid throwing a rock at bananas (wildlife)? That is so off and not necessary. What makes that alright -I know they are bananas but it’s the implication.
Completely agree Chick. Sends the wrong message
Why Barbados????? And not sure that the son throwing rocks at the bananas sends a good message. Not your best add Aldi.
Why would you have in an advert a kid throwing rocks at ‘wildlife’. Totally unacceptable and the wrong message. Funny how the advert seems slightly different now and that bit seems to be cut out of it…
You knew it was wrong – so why did you put it in in the first place…
the kid throwing a rock & taking out a “birdnana” is appalling in its concept and detracts totally from the goodwill image.
Who approved or found anything good in that action ?
Some ads its in and others its out atm.
Take it out immediately if there is any sensibility at Aldi management.
Well said John
When The kid threw the rock and knocked the bananas out of the sky it looked as though Dad wanted to smack him
Australian quarantine regulations do not allow any bananas to be imported. Every banana in Australia is Australian grown. Period.
The ad is a total waste.
How they thought the rock-throwing scene should of been left in…… clueless…
my daughter saw this and has been throwing rocks at bananas ever since. she has even started punching pillows occasionally. we are very concerned.