ALDI unveils the miracle ham in new ‘The More The Merrier’ 2019 Christmas campaign via BMF Sydney


The Ham. It’s a Christmas classic that keeps on giving. It brings the whole family together during the festive season, feeds a small army on Christmas Day and all of the cricket watchers on Boxing Day.


This year, the much-anticipated ALDI Christmas campaign, developed by BMF Sydney, tells a magical tale of generosity and togetherness.

Through the eyes of a resilient old lady, an Aussie town full of fantastical characters come together to share a Christmas miracle.

Says Dantie van der Merwe and David Fraser, creative directors, BMF: “Ham is often the main event at Christmas lunch. And, in the week after, every time you open the fridge there seems to be ham leftovers staring back at you. A pork prodigy felt like the right blend of truth and fiction for this year’s More the Merrier Christmas story.”

Says Aisling Colley, group account director, BMF: “Our long-standing creative platform ‘The More the Merrier’ is the perfect expression of generosity at Christmas, and enables us to show Aussies they don’t have to compromise at this time of year. It perfectly captures the Australian spirit (and the effect of a magical ham), whilst demonstrating ALDI’s promise to Aussies at this festive time of year – a surprising range of exceptional products, at the lowest possible prices.”

The integrated campaign will launch on Sunday, with the hero brand film running on TV and longer formats running online, supported by radio, OOH, catalogue, in store POS, website and social.

The campaign will also live across a series of retail Christmas ads showcasing ALDI’s great prices across its quality range of Christmas products and further proving that – at ALDI – generosity has no bounds.

Creative Agency: BMF
Executive Creative Director: Alex Derwin
Creative Directors: David Fraser and Dantie Van Der Merwe
Art Director: Sammy Hall
Copywriter: Stephanie Allen
Executive Planning Director: Christina Aventi
Group Strategy Director: Kinga Papp
Planner: Kellie Box
Designer: Matthew Hughes
Managing Director: Steve McArdle
General Manager: Paul Coles
Group Account Director: Aisling Colley
Senior Account Manager: James Arnold
Account Executive: Maddison Bailey
Agency Producer (Head of TV): Jenny Lee-Archer

Production Company: Good Oil
Director: Hamish Rothwell
Executive Producer: Juliet Bishop
Producer: Andrew McLean
DOP: Marty Williams
Editor: Pete Scibberas @ ARC Edit
Post Production: ALT.VFX
Production Design: Guy Treadgold
Sound: Rumble Studios
Music: Elliott Wheeler – Turning Studios
Composers: Elliott Wheeler, Jamieson Shaw and Hamish Rothwell
Art Buyer: Basir Salleh
Photographer: Peter Whyte
Illustration: Evie Hilliar
Retouching: Rhiannon Jansma

ALDI unveils the miracle ham in new ‘The More The Merrier’ 2019 Christmas campaign via BMF Sydney