ALDI says it’s okay with shoppers seeing other supermarkets in ‘Shop ALDI First’ work via BMF
ALDI Australia has today launched its first new brand campaign for 2023, ‘Shop ALDI First’. The nationwide campaign, created with BMF, aims to reframe the role ALDI plays in shoppers’ weekly supermarket routines, positioning itself as the first shop for all Aussie’s grocery needs.
Says Jenny Melhuish, marketing director at ALDI Australia: “The new year is often a time for being more mindful and intentional in setting new routines. It makes sense to shop with ALDI first when a basket of groceries is considerably cheaper than at other supermarkets. Post-Christmas and holiday spending, we think Australians should rethink their habits to easily save themselves serious cash.
“We know consumer shopping habits are such that few people only shop at one place. You might have a particular bakery that you get a croissant from in the mornings, or you might need smoked herring paste for a very specific recipe. But true savings are made when you make ALDI your first shop. It’s about creating new habits in 2023, that we are sure will save Australians cold, hard-earned, cash.”
The campaign launches alongside new research revealing that almost half of Aussies (45%) chose their supermarket based on their parents’ brand of choice despite the savings they may be missing out on elsewhere. More than three quarters of Australians (78%) have changed their grocery shopping habits in the last twelve months, and one in five (21%) are considering changing where they shop to save money in the next year.
The campaign launches across a range of media channels, including TV, BVOD, OLV, OOH, print, radio, digital, and social. The campaign reinforces ALDI’s commitment to providing the highest quality products at unbeatable prices, and encourages shoppers to experience the benefits of starting their weekly shopping at ALDI.
Client: ALDI Australia
Creative Agency: BMF
Production Company: FINCH
Director: Christopher Riggert
Post Production: Blockhead
Editor: The Editors
Sound Production: Rumble Studios
Music: Elliott Wheeler
DOP: Jeremy Rouse
Photography: Louis&Co
PR: Ogilvy PR
Media: Zenith
64 Comments
Gosh they are good
Dear Aldi Marketing Department
Firstly may I say, I am an ardent Aldi customer Every month jI buy my monthly staples and supplement weekly with fruit vegegetables and dairy or bacon for my B&B business. I enjoy being a patron of your Good Different.
HOWEVER. As one who rarely watches commercial TV, I was surprised, confused and perplexed as your recent commercial implies that your supermarket buildings tend to leak either in heavy downpours or, the building’s sprinkler systems have over-empathy for each hard-to-make-ends-meet customer who reaches the checkout with a long face.
Rarely has any checkout operator expressed any form of compassion let alone a ‘we love you’ for MY meagre shopping list as I spend btn 2 and 300 dollars in the monthly shop or up to $70-$100 on the perishable mid-monthly. top up.
Neither do I think it ethical, after handing me my receipt after payment, implies that I go and help myself to another item without paying for it because “You deserve it”.
This is definitely Gruen material!! Please explain …
Keep up the great corporate concept, get some one else to rewrite your advertising you failed on this one.
No compassion lost here!
Strategy and execution both great
Smart, funny, memorable.
in every sense.
Genuinely excellent
Cracker. Love it.
This is so good!
Every client, take notice.
This is a brand that knows who it is, leans into it, and just lets the agency bring it to life. (And has a hell of a lot of fun while they’re at it.)
Hats off, BMF.
This is how you make ads, well done everyone involved.
Simple brand truth let’s the execution shine (in the the rain)
Thought it was stupid, I am continuously amazed at what people are paid(usually a lot) for writing
I watch this crazy ad. Sorry what has herring pate and rain got to do with Aldi. Am I missing something
I wondered the same. I think it’s Aldi giving the lady permission to get the shrimp paste from another supermarket chain because their new campaign is shop Aldi first. She was able to get everything off her list in Aldi except the shrimp. I don’t get the rain. The dialogue before she leaves Aldi is just strange to me.
Why raining what’s the reason behind this?
A brand driven by insights not pith statements. Well played.
Agree with wheels.
Initially this Aldi smoked herring paste ad looks to me like the checkout guy is telling the customer to ‘Go get the herring paste’ (and you don’t have to pay for it) because she seems to not be able to afford it (considering the rain and sad face of the customer).
The ad is far from clear on first impression or understanding and looks like the employees of Aldi are a bit dodgy. Definitely not clear saying that it’s okay to shop somewhere else if they don’t have everything on our list.
Personally, I think the ad is really quite terribly written and not one that I enjoy seeing. Certainly doesn’t make me want to shop there.
Way too morbid.
Does any agency Astroturf more or better than this agency?
Reminds me of this campaign https://tinyurl.com/mrxaevzb
Top shelf! Congrats to everyone involved.
…coz i’m kinda confused by the rain. anyone care to enlighten me?
(aside from that I love that the idea is a real actual truth)
Just this.
I think it has something to do with the ‘love story’ aspect and using references like The Notebook 🙂
Got me beat too because I can’t understand what Aldi man says first. It might be because some have under cover parking when raining??? Very confusing actually.
Man, advertising can be simple and effective. Bring a relevant insight to life in a creatively engaging way. Nice work.
Brooo this is actually so good! I love brands that aren’t afraid to lean into their perceived flaws.
Love this welldone
Good idea in theory, nicely crafted. But i miss the more whimsical, kooky surreal and fun aldi ads of the past. The last few are decent but feel too serious, too emo (even if part of the concept) and taking themselves way too seriously. I wonder if this ad and the last one by the same Director are ads made for ad directors and creatives, rather than for the consumers?
Love it, great marketing. 🙂
I am also confused by the rain,which I would’ve been too embarrassed to admit,if the original Moron hadn’t bought it up.
Have to confess I am not a creative which might have something to do with it.
“I know i work at another agency……but”. …..G.E.N.I.U.S
Why is it raining in the store?
Why all the pearls? Why all the hair? Why anything?
I find it mildly okay, bit like BMF.
Saying goodbye to your love, in the rain. But you don’t notice the rain because your passion for one another burns too strong. You lot should try and watch a movie.
We’re probably not watching the same B grade 80’s Hollywood rom coms that you are?
Cool, sexy and fun. Love it.
Classic comedy, great execution. The rain is to add drama to something that is obviously not dramatic, hence is funny.
I like the concept and it’s wonderful that a brand can know themselves this well, and be honest with their customers.
One gripe: the sound mix is a bit off, the music and rain muffles the dialogue, so it’s actually hard to pick up what’s being said. I feel like without that issue, this ad would be a 10/10.
The obvious marketing people comments think its great
the common man thinks its just stupid
I love myself and will defend any negative comment with an equally positive comment straight after.
Let the work talk for itself people.
Rain in the store is really the best thing about this.
But like some of bear meets eagle on fire’s recent work, is a visual idea similar to the work of Quentin Dupieux. This one particularly from the film ‘Wrong’.
But did she have to say “…shop” at the end? Didn’t make it funnier so much as explain the joke
The dumbness of some of these comments makes it clear why it’s so easy for BMF to stand out consistently.
Great agency competing with a bunch of muppets who’s never seen rain in a romance.
sooo good
It’s a pity that Aldi doesn’t caption their ads for the speech/hearing disabled. I have no idea what the ad is about. They also put photos of raw red meat on the screen, without even a word to say what meat it is … beef, lamb, horsemeat, kangaroo?? Now, there’s an ad with a Neptune’s trident, slicing a white meat-looking roast .. chicken? Fish? Pork? I have no idea, not even a single word on screen, or closed captions. The other “majors” caption their ads. You’d think an advertising agency would know better? And, you’d think a merchant would care more.
So good. True insight. Great execution. Client that gets it. Another banger. Nice one BMF.
When a Ad is based on consumer insight! Brilliant strategy and execution.
Broom broom
Says boom over loudspeaker
Emily & Kiah are on fiah.
If you don’t know why it’s raining, you don’t belong in this industry.
@Let’s be very clear
Strong agree.
This went over my head too and like Sandi, I need subtitles, being elderly and a bit deaf.
I went online to get enlightened but am called names here! How rude!
I thought it might be an homage to a weepy movie.
I shop at Aldi sometimes and enjoy their ads, having been involved with TV ads at one time.
Neither a Muppet nor Moron…a Consumer.
Good. But falls flat. Smoked herring paste? The only place you likely could get that is Aldi. Perhaps only a Special Buy – that said, who even buys this, very rogue. Insert branded item, or a shortcoming – like roast chook?
The amount of debate they would have had on that grocery list, and they goofed it.
Really don’t understand why it is raining inside the shop. Aldi’s ads always seem to have me asking “what do they mean”. Doesn’t make me want to shop there.
I think it’s strange
The only reason why Aldi ads stand out is because the vast majority of client approved scripts in this country are rubbish, with little or no creative content involved.
Clients need to stop speaking to themselves, have some fun and engage their customers. Time for big brands and small ones to start investing in their brand instead of filling the airwaves with wallpaper.
Is this the strangest ad on tv? Enough turn me off shopping at aldi
Not the strangest at all, just a bit weird.
I don’t like theft endorsement ads, where someone steals food.
Excepting one I saw on UK TV with a famous footballer which was funny and won an award.
Did not understand it at first but why the rain?
I like this ad a lot for its market insight and approach….but I can see why some people here, seemingly average customers, might not get why it’s raining. I don’t think the joke is perfectly set up. Probably due to lack of time. It comes too early and before any other sense of romance or melodrama is established. The casting isn’t pushed that way either.
Don’t know why people are praising this ad for. Sorry, average middle aged male, what is the deal with the rain. I asked my wife and she has no idea either.
I am finding it difficult to find the logic or message in this advert. I’m trying to 🤔work out who the message is aimed at……certainly not the average Aldi shopper. 🤷🏻♂️