Aldi is definitely riding a wave of success in Australia that shows no signs of ending. The latest Supermarket Currency report from Roy Morgan Research shows that its share of Australia’s $90.3 billion supermarket expenditure continued to grow during the 6 months to May 2017, from 12.5% to 13.2% while those of both Coles and Woolworths declined.
BMF gets to share the credit for that achievement. As does Aldi’s habit of listening to what shoppers want. Long before Woolworths introduced customer reviews, Aldi Testers Club was inviting shopper feedback and using it to develop better quality products.
BMF has incorporated this listening habit into Aldi’s Good Different brand platform, adding the Aldi quirky humour that Australians know and love.
BMF’s new 30-second TVC, made with Steve Ayson and The Sweet Shop magic, stars Dave, a man of few words who’s impossible to thrill. When Dave says something is ‘not bad’ the world knows that it is, in fact, incredible.
And Australians know that when Aldi celebrates Dave’s opinion, their opinions – good or bad – count.
Executive Creative Director: Cam Blackley
Creative Director: Alex Derwin
Associate Creative Director: Rosita Rawnsley-Mason
Art Directors: Rosita Rawnsley-Mason & Nadia Ahmad
Copywriters: Tom Johnson & Millicent Malcolm
Designer: Matthew Hughes
Executive Planning Director: Christina Aventi
Head of Planning: Hugh Munro
Managing Director: Stephen McArdle
Group Account Director: Toby Hussey
Account Director: Hayley Basham
Agency Producer: Jenny Lee Archer
Production Company: The Sweet Shop
Director: Steve Ayson
Producer: Cindy Kavanagh
Executive Producers: Loren Bradley & Edward Pontifex
Managing Partner: Wilf Sweetland
Post Production: Arc Edit (offline) & Alt VFX (grade/online)
Editor: Peter Sciberras
Photographer: Gavin Johns
Art Buyer: Basir Salleh
Sound Production: Rumble Studios
DoP: Germain McMicking