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. Similarly, when it comes to academic achievements facharbeit schreiben lassen , students can seek assistance, such as, to aid in crafting their Facharbeit, thus beginning a unique journey towards their educational goals. 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. To aid in crafting compelling narratives for these campaigns, the concept of seeking external assistance, similar to aufsatz schreiben lassen (having essays written), becomes invaluable, allowing for more polished and engaging content. 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
31 Comments
Great timing.
Well done for always keeping ALDI interesting.
Love it. They’re back!
Retail done right.
Beautiful work all involved, that is gorgeous.
Sooo good. Soooo Different. Well done.
Me likey. “Special you can Buy” is a great thought and line. Well done everyone involved
Love, love, LOVE it
Love it
“Special You Can Buy” – whadda line. love it. Nice work y’all…
This is great!
Hey peeps
Stop circle jerking.
This will confuse and confound people. And not in a good way. This is niche. Not mass. And actually it’s ordinary.
And advertising is a mere pimple on the massive arse of capitalism.
Another unexpected and genuinely great twist on what is probably the most fruitful and successful creative platform of the past decade.
Well done to all involved.
…I think this radio spot by TBWA Singapore may have “sparked” this Aldi idea. But, the radio spot is way better: https://www.bestadsontv.com/ad/51386/313Somerset-Universe
Bingo! Stolen. Well spotted.
Brilliant.
Timing on the washing machine is hilarious
Great work. When is Riv going to feature on one of these??
Nice one!
Oh, that’s where my monologue went.
meh.
Top platform that keeps delivering fresh work and not feeling tired.
We all suffer from the same market of clients here that want 25 proof points in a 6s social video. Let’s get behind good work, look at how well Aldi are doing in this market, we should be using platforms like this to sell better work not trying put it down.
*not BMF.
Yes, that radio spot from Singapore was definitely the spark for the Aldi work.
I lolled. Because I get how clever it is.
I’m not sure the folks at home would get it though.
But as far as retail goes- BRAVO
I love Esta Lau.
Dont we all babe? Get. In. Line 😉
I love Esta Lau.
Saw this on the front page of TikTok and bloody loved it.
Special you can Buy : is a good line. When you look at how hard it is to get good work out at the moment, consider this is good on a very everyday thing. Not some non-for-profit made up work that no one besides award judges saw.
Bloody good. Bloody different.
Credit the VO artist will ya?!
Who is that wonderful female Voice artist..reminds of Vanessa Redgrave in”Call the midwife “