It’s five o’clock on Saturday. You’re hoping to get the weekly Aldi shop done before you pick up the kids from various friends’ homes, make dinner and put them to bed. You’re dreaming about watching those last three episodes of Narcos.

You’re not the only Aldi shopper who’s in autopilot mode. Most supermarket shoppers stick to their physical or mental shopping list without exploring what else is on the shelves. And many shoppers go to Aldi only for specific products.

Aldi reckons that means they can easily overlook quality products that will save them a lot of money.

So BMF has developed a product range campaign for Aldi to remind shoppers to Stop and Smell the Savings.

“ALDI is always adding new and surprising products to their range and it’s these products that save you the most money. This idea is a simple and direct challenge to ALDI shoppers to look up from their lists, look around and smell the savings they can make,” explained BMF Creative Director, Alex Derwin.

Three simple TVCs (if talking mushrooms or white bread are “simple”) use some of Aldi’s most popular products (ALMAT laundry powder, VIVA white bread and ALDI Mushrooms) to get shoppers to notice the more unexpected and overlooked products in Aldi’s expanding range of groceries.

The campaign is running on TV, pre-roll, digital display, CRM and website.

Aldi marketing director Sam Viney commented, “Whilst many Australians have woken up to the exceptional value we offer at Aldi, some are still surprised to hear about the broad range of award-winning, specialty products that line our stores.  Creating spokespeople out of our much-loved grocery products – and making them advocates for our lesser-known products – seemed like a fertile territory for humour, and a surprising way to break through the clutter.”

Credits:

Agency: BMF

Executive creative director: Cam Blackley

Creative director: Alex Derwin

Art director: Jessica Roberts

Copywriter: Justin Butler

Designer: Matthew Hughes

Executive planning director: Christina  Aventi

Planning director: Hugh Munro

Managing director: Stephen McArdle

Client services director: Daniel Lacaze

Group account director: Toby Hussey

Account director: Sid De

Agency producer: Emma Friend

Production company: Scoundrel

Director: Jim Hosking

Post production: Alt.vfx

Editor: Tim Mauger @ The Butchery

Producer: Adrian Shapiro

Music & sound production: Rumble Studios

DoP: Stefan Duscio

Client: Aldi

Marketing director: Sam Viney

Marketing manager: Lachlan Sweet

ALDI marketing assistant: Katherine Franulovich