Aldi Australia’s You Can’t Overcook Christmas gets even wilder this year (in true Aldi Aus fashion), when two women spar to donate the last prawn to each other. Overcooked Generosity is the second installation of BMF’s You Can’t Overcook Christmas campaign, which launched last year to celebrate the unbridled joy of Christmas.

The tussle reminds Australians that they never need to downsize or half-bake Christmas festivities with Aldi’s lowest seasonal product prices on their side.

Mark Richardson, marketing director at ALDI Australia, commented, “At a time when Aussies will be auditing their festive plans to balance the Christmas they want, with the Christmas they can afford, ALDI plays a unique role in helping people Overcook their Christmas, without overcooking their budget.

“Aussies can have the Christmas they want while saving the money they need and not compromising on quality. Because at Aldi Christmas is about more than just savings, it’s about getting more for your money.”

David Fraser, creative director at BMF, says Christmas isn’t Christmas unless a few well-meaning relatives engage in a polite fight, “Overcooking such a simple truth felt like it would strike a chord with Aussies. And hopefully Aldi can help families have one less argument this year.”

The full campaign will cover TV, outdoor, radio, digital, social, PR, catalogue, owned website, EDM, media partnerships, and POS.

Credits:

Client: ALDI Australia

Creative Agency: BMF
Creative Team: Alex Derwin, David Fraser, Dantie Van Der Merwe, Josie Fox, Harry Stanford, Angel McMullan & Erica Mallett
Design Team: Lincoln Grice, Fiona McCleod, Alex Kidd, Yoon Park & Holly Jones 
Planning Team: Christina Aventi, Anna Bollinger & Josef Wimberger
Account Service: Stephen McArdle, Aisling Colley, Rebekah O’Grady, Flora Fraser & Kristen Henry
TV Production: Jenny Lee-Archer
Print Production: Basir Salleh, Karen Liddle, Julie Sorrell, Lauren Swaab & Simone Plaza 
Finished Art: Adrian Jobse, Amanda Perkin & Romi Carrera
Creative Traffic: Clare Yardley & Chris Burchett 

Production Company: Good Oil Films
Director: Hamish Rothwell
Executive Producer: Juliet Bishop
Producer: Tracy-Lee Permall
DOP: Germain McMicking

Editors: Lucas Baynes & Phoebe Taylor @ Arc Edit
Post Production: Blockhead
Sound House: Rumble Studios
Sound Designer: Tone Aston
Executive Producer: Michael Gie
Music: ‘It’s beginning to look a lot like Christmas’ performed by Perry Como 
Music Supervisors: Level Two Music
Publisher: Kobalt Music Publishing
Label: Sony Music Entertainment

Brand OOH Production Company: Louis & Co 
Photographer: Mat Baker 
Producer: Louis Molines & Camilla Carey 
Retoucher: Carl Baker 

Retail OOH, Content & Social Production: Bantam Productions
Content Team: Nico Engelbrecht & Holly Whiteley
Photographer: Gavin Johns
Producer: Jasmin Connor 
Retouchers: Kate Field, Rebecca Xu, Angus Whalan, Chris Moore & Jeni Rohwer
Animation: Max Lu 

Media Agency: Zenith

PR Agency: Ogilvy PR