ALDI says ‘don’t knock it til you try it’ in ALDI Liquor’s first campaign via BMF Australia

ALDI has launched the first major campaign push for its liquor range, via long-term partner BMF.

The campaign uncovers ALDI’s best kept secret yet, its oustanding range of beer, cider, wine and spirits. The range surprisingly ticks all the boxes: low price, great quality and plenty of awards to prove it.

Says Ali Tiling, planning director, BMF: “Shoppers usually stumble upon the range in-store, or hear about it from a friend. It’s a secret they are in on – and is almost too good to share.”

Using a simple, direct and irreverent tone, the ‘Don’t knock it til you try it’ campaign was launched with a series of OOH, radio and digital advertisment with lines including playful references to alcohol snobbery/category norms or the surprisingly low prices.

Says Sam Viney, marketing director, ALDI: “Experts from around the world have, in blind taste tests, awarded ALDI’s liquor products numerous acccolages. The truth is you don’t drink the label. Let your taste buds be the judge.”

Says Alex Derwin, creative director, BMF: “ALDI liquor tastes great and it’s astonishingly cheap, so once you try it, it’s hard to justify going back to paying a premium. We needed to give people a nudge, get them to drop their preconceptions and give it a go. The idea is both simple and honest, so we can execute it, again and again, in whatever medium works the hardest.”

The campaign is also supported by PR, catalogue, radio, social and point of sale.

Executive Creative Director: Cam Blackley

Marketing Director: Sam Viney