Special is a thing you can buy in ALDI Australia’s new Special Buys campaign via BMF


ALDI Australia has relaunched its Special Buys platform via long-term creative agency BMF, to remind Aussie shoppers of the endless possibilities and value that awaits them in the middle aisle, positioning it as special you can buy, twice a week.


‘Special you can Buy’ highlights Special Buys’ surprisingly good quality at unbeatable prices, showing Aussies it’s an experience worth seeking out in store.

The campaign features a hero brand spot with an ongoing retail layer showcasing top-notch Special Buys products including state-of-the-art washing machines, luxurious bed linen, and barista quality coffee machines, all at the lowest prices.

Says Dantie van der Merwe, creative director at BMF: “Not everyone gets to experience a grandiose life-changing event every week, but we wanted to show that with ALDI, Special is a thing you can buy. We sought to tell Aussie shoppers that they’re not just buying a product, they’re buying an idea, the start of an experience, and all the potential that comes with that.”

Says Mark Richardson, marketing director at ALDI Australia: “Our buyers work incredibly hard to ensure our Special Buys deliver great quality at unbeatable prices. The marketing challenge was to bring that proposition to life succinctly. The new ‘Special you can Buy’ platform will work across all touch points to reinforce what our middle aisle has to offer and encourage customers to get back into a store to experience it for themselves.”

The campaign launches across TV, radio, OOH, social, digital, website, POS and catalogue and will be carried over into 2023.

Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Directors: David Fraser and Dantie Van Der Merwe
Senior Creatives: Emily Field and Kiah Nicholas
Head of Art & Design: Lincoln Grice
Designer: Matthew Hughes
Chief Strategy Officer: Christina Aventi
Head of Planning: Anna Bollinger
Chief Executive Officer: Stephen McArdle
Group Account Director: Alice Tschuchnigg
Senior Account Director: Hayley Basham
Account Director: Georgia Moulis
Account Manager: Francesca Di Stefano
Head of TV: Jenny Lee-Archer
Agency Producer: Esta Lau
Director: Christopher Riggert

Production Company: Finch
Director: Christopher Riggert
Executive Producer: Loren Bradley
Managing Director: Corey Esse
Producer: Nick Simkins
Editing: The Editors
Editor: Stewart Reeves
Post Production: Alt VFX
Sound Production: Rumble
Music: Ballad
DOP: Tim Tregoning
Art Buyer: Julie Sorrell
Production Director: Julie Sorrell
Integrated Producer: Lauren Swaab
Digital Producer: Lauren Swaab
Front-end Developer:  Amanda Perkins & Romina Carrera
Finished Artist: Adrian Jobse
Creative Services Director: Chris Burchett

Client: ALDI Australia